Is,  linen  our- 

variety  of 

he  ordina  Y 


ReallyDifferent 


growing    kil 
edge   that 
the  easiest 
rirmedl 


PRODUCTIVE 
ADVERTISING 

HERBERT  W.  HESS 


Ope 

rivate 
:e  will 
"able  d' 

ndcr  sal 
s   the 


|?on  of  black 


J,  B.  LIPPINCOTT  COMPANY 

PHILADELPHIA 


/«• 


-1' 


PRODUCTIVE  ADVERTISING 

By  HERBERT  W.  HESS,  A.B.,  Ph.D. 

ASSISTANT   PROFESSOR   OF   COMMERCE— ADVERTISING  AND   SALESMANSHIP  DEPARTMBNT- 
WHARTON  SCHOOL  OF  FINANCE  AND    COMMERCE,  UNIVERSITY  OF  PENNSYLVANIA 


PRODUCTIVE 
ADVERTISING 


BY 

HERBERT  W.  HESS,  A.B.,  Ph.D. 

ASSISTANT  PROFESSOR  OF  COMMERCE —ADVERTISING  AND  SALESMANSHIP   DEPARTMFNT- 
WHARTON  SCHOOI-  OF  FINANCE   ANE    COMMERCE,  UNIVERSITY  OF  PENNSYLVANIA 


B4  ILLUSTRATIONS 


PHILADELPHIA  &  LONDON 
J.  B.  LIPPINCOTT  COMPANY 


COPTRIGHT,    I915.    BY  J.    b.    LIPPINCOTT   COMPANY 


PRINTED   BY  J.    B.    LIPPINCOTT   COMPANY 

AT  THE  WASHINGTON  SQUARE  PRESS 

PHILADELPHIA,   U.   S.  A. 


THE  AUTHOR  RESPECTFULLY  DEDI- 
CATES THIS  BOOK  TO  THOSE  WHO 
DREAM,  HOPE,  THINK  AND  WORK  FOR 
A  CONSTANTLY  IMPROVING  WORLD 
THRU   PRODUCTIVE   ADVERTISING 


PREFACE 

The  most  difficult  problem  that  a  student  of  advertising  lias 
to  face  in  attempting  to  gain  a  knowledge  of  the  principles  in- 
volvedj  is  that  kind  of  information  which  is  logical  in  develop- 
ment and  which  leads  him  into  a  comprehensive  evolutionary 
appreciation  of  the  relations  which  exist.  This  book  has  been 
wi'itten  with  the  idea  of  giving  to  tlie  beginner  in  advertising  a 
logically  discussed  text,  which  includes :  first  the  psychology  of 
advertising;  second,  the  typography  of  advertising;  third,  the 
English  of  advertising ;  fourth,  the  economic  implications  of  ad- 
vertising; and  fifth,  throughout  the  entire  work  there  is  insisted 
upon,  a  certain  philosophical  interpretation  of  all  the  principles 
involved,  which  the  progressive  advertiser  must  ever  observe  in 
connection  with  any  creative  work  he  might  attempt  to  perform. 

Furthermore,  there  is  an  insistent  demand  that  the  student 
recognize  the  relationship  between  theory  and  practice  as  related 
to  advertising.  In  other  words,  the  principles  as  discussed  with 
their  suggested  problems  should  reveal  at  least  two  things  to 
the  student  w^ho  has  faithfully  carried  out  the  foregoing  outline : 
first,  whether  or  not  he  himself  possesses  that  quality  of  mind 
which  will  enable  him  creatively  to  compete  in  the  actual  formu- 
lation of  advertising  campaigns;  or  second,  whether,  not  being 
creative,  he  is  able  to  serve  rather  as  an  executive  or  as  one  fully 
appreciating  the  principles  involved.  In  this  latter  attitude 
of  mind  he  recognizes  himself  as  one  competent  to  work  har- 
moniously and  analytically  with  those  who  are  initiatively  inter- 
ested in  the  successful  selling  phase  of  a  particular  business. 
In  contrast  to  the  two  types  of  students  thus  ushered  into  a  larger 
appreciation  of  the  significance  of  advertising  in  our  selling 

vii 


viii  PREFACE 

system,  we  have  those  students  whose  lack  of  appreciation  in 
advertising  values  readily  suggests  interest  in  other  phases  of 
business  more  fixed  in  nature.  Just  as  the  business  world  under 
an  efficiency  system  is  compelled  constantly  to  revalue  and 
classify  the  abilities  of  its  employees,  so  the  spirit  of  this  book 
should  reveal  to  each  student  his  particular  adaptability  or 
non-adaptability  to  the  field  of  advertising. 

The  new  instructor  who  uses  this  text  should  bear  in  mind 
that  the  ultimate  meaning  of  this  advertising  course  is  the  crea- 
tion by  the  student  of  an  advertising  campaign  related  to  some 
specific  article  or  proposition.  E'ow  to  introduce  one  into  the 
field  of  advertising,  it  is  quite  impossible  to  consider  the  adver- 
tising campaign  immediately;  rather  should  he  be  instructed 
regarding  the  principles  involved,  which  enable  him  to  become 
critical  in  his  appreciation  of  the  advertising  material  being 
presented  at  a  given  time  by  the  business  world.  Thus  the  new 
instructor  should  himself  recognize  the  fact  that  the  principles 
of  psychology  and  typography  are  merely  to  formulate  a  standard 
for  general  criticism,  the  principles  of  which  are  to  take  a  definite 
creative  form  immediately  upon  the  introduction  of  the  chapter 
on  the  ^^  Advertising  Campaign."  A  logical  development  of  the 
course  would  insist  that  the  advertising  campaign  be  considered 
at  the  beginning  of  the  second  term.  Thus  the  student's  mind 
is  turned  from  a  critical  to  that  of  a  creative  attitude. 

As  I  have  intimated  before,  and  it  should  be  duly  em- 
phasized, productive  advertising  implies  creating  an  impulse 
on  the  part  of  the  student  instantly  to  initiate  himself  into  the 
practical  interpretation  of  any  advertising  problem.  The  prin- 
ciples of  this  book,  as  facts,  are  merely  to  be  looked  upon  as 
valuable  accordingly  as  they  can  be  used  in  the  mastery  of  selling 
difficulties  suggested  in  the  problems. 


PREFACE  ix 

In  writing  this  book  I  am  particularly  indebted  to  several 
of  mj  old  students  who  have  themselves  become  interested  in 
the  advertising  field  and  who  have  thus  been  able  to  give  such 
suggestions  as  would  keep  the  work  in  touch  with  the  young 
advertiser  about  to  initiate  himself  into  this  realm.  I  am  grate- 
ful to  Mr.  James  Montgomery  of  the  Foley  Advertising  Agency, 
whose  suggestions  regarding  agency  work  have  been  invaluable ; 
Mr.  Frank  Parker,  law  student  and  former  assistant,  for  his 
legal  analysis  of  the  trade-mark.  Mr.  D.  M.  Johnson  and 
Mr.  Harvey  Cassedy,  my  assistants,  have  been  persistent  in 
revising  the  text.  Mr.  Benjamin  F.  Emery,  printer,  has  constantly 
guarded  the  printer's  point  of  view,  while  Mr.  Abbott  McClure 
of  the  Industrial  Art  School  and  Mr.  Jack  Lit  have  given  valu- 
able suggestions  in  color.  Mr.  G.  A.  Pfeiffer  has  assisted  in  an 
intensive  analysis  of  street  car  advertising.  I  am  particularly 
grateful  to  Mr.  F.  C.  Teller  of  the  Onondago  Lithographic  Com- 
pany, Syracuse,  N^.  Y.,  for  the  practical  chapter  on  "Illustra- 
tion." H.  W.  H. 
Philadelphia,  July,  1915. 


CONTENTS 


CHAPTER  ^^°^ 

I.  The  Advertiser,  His  Article   and  People 13 

II.  The  Function  of  Sense  Experience  in  Advertising 24 

III.  Instincts 38 

IV.  Imagination 54 

V.  Principles  of  Memory 66 

VI.  Attention 81 

VII.  Color,  its  Use  and  Value   in  Advertising 103 

VIII.  Color  in  its  Relation  to  Attention 110 

IX.  The  Advertiser's  Type 117 

X.  The  Illustration — Mechanical  Make-Up 134 

XI.  The  Illustration 145 

XII.  The  Trade-Mark 160 

XIII.  The  Advertising  Campaign 171 

XIV.  The  Analysis  of  Advertising  Media 202 

XV.  The  Advertising  Agency 217 

XVI.  Creating  a  Vogue  by  Means  of  Advertising 227 

XVII.  Display  in  Advertising 241 

XVIII.  Desire,  Habit  and  Inhibition 253 

XIX.  Getting  the  Will  of  the  Crowd 26 1 

XX.  The  English  of  Advertisers — Essential  Elements 279 

XXI.  The  English  of  Advertising — Style  and  Discourse 288 

XXII.  Factors  in  Successful  Letter  Writing 305 

XXIII.  Economic  and  Social  Implications  of  Advertising 320 


ILLUSTRATIONS 

Fia.  PAGE 

1.  Which  ?    Advertising  or  Salesmanship  ? 22 

2.  WTiich?    Advertising  or  Salesmanship? 23 

3.  Emphasizing  Wearing  Qualities  Tliru  the  Sense  of  Touch 26 

4.  5,  6.  Illustrating  Different  Appeals  to  Sell  Powder 27 

7.  Various  Factors  Tending  to  Emphasize  Taste  Quality 29 

8.  This  Pose  Suggests  Odor 30 

9.  His  Very  Attitude  Suggests  Tone 31 

10.  Emphasizing  the  HaddorfT  Piano  in  Competition  with  Others.    Tone 

is  Merely  Suggested .  32 

11.  Appeals  to  Our  Common  Sense  or  Efficienc}'-  in  Music 32 

12.  Intensity  and  Durability  Are  Here  Directly  Related  to  the  Freezer. .  33 

13.  Appealing  to  the  Food  Instinct  Through  the  Idea  of  Pleasure 42 

14.  An  Appeal  to  the  "Right  Moment"  to  Purchase  a  Gun 43 

15.  The  Ideal  for  the  Social  Type 45 

16.  The  Conservative  and  Saving  Class  is  Appealed  to  Here 47 

17.  A  Literal  Image  Effectively  Used 60 

18.  Imagination  Here  Tends  to  Suggest  the  Parts  of  the  Individuals.  ...  61 

19.  Imagination  Used  to  Suggest  Human  FeeUngs  and  Instincts 62 

20.  Diminution  in  Size  Used  With  a  Playful  and  Pleasing  Effect 63 

21.  Imagination  Enlarges  and  Reduces  the  Things  of  Ordinary  Life 64 

22.  Repetition  Impresses  the  Meinory ; 72 

23.  Memory  Impressed  not  Only  by  Intensity  of  Mazda  Light,  But  Also 

by  Character  Found  in  the  Hand 75 

24.  Delights  of  Mountain  Scenery  Suggested  With  Travel 78 

25.  Ingenuity  of  Arrangement  Forces  Particular  Attention  Involving  the 

Memory  Process 79 

26.  27.  Illustrating  the  Value  of  Focal  Point  and  Eye  Movement 84 

28.  Two  Advertisements,   One  Considering  Mechanical  Make-up,   the 

Other  Emphasizing  Thought 86 

29.  Sense  of  Unity  is  Lacking 87 

30.  Attention  is  Centered,  but  General  Effect  is  Unsatisfactory 87 


nv  ILLUSTRATIONS 

Fig,  page 

31.  Sense  of  Unity  and  Centering  of  Attention  Realized 88 

32.  Arrangement  Does  Not  Permit  of  Eye  Adjustment 89 

33.  Effect  Simple  and  Conforms  to  Eye  Adjustment 89 

34.  Carrying  Out  the  Idea  of  a  Complex  Advertisement 91 

35.  A  Complex  Advertisement  T^'^licll  Needs  to  be  Simplified 92 

36.  The  Printer's  Form  Reduced  to  Simphcity 92 

37.  Without  Borders 93 

38.  Clearly  Defined  Border  Limits 94 

39.  Broken  Borders 95 

40.  Novelty  Effects 96 

41.  What  is  the  Probable  Effect  of  the  Different  Borders? 97 

42.  Compare  English  Arrangement  with  Border  Effect 98 

43.  Where  an  Idea  Within  the  Text  is  an  Integral  Part  of  the  Border ...  99 

44.  A  Disregard  of  So-called  Illusions  in  Line-Length  Decreases  Effective- 

ness in  Attention 101 

45.  Fix  the  Eye  Steadily  Upon  a  Single  Part  of  the  Diagram — Describe 

this  Effect 102 

46.  Suggested  Lay-out  and  Finished  Advertisement 131 

47.  Proofreaders'  Signs 128-129 

48.  Example  of  Use  of  Proofreaders'  Marks 133 

49.  Method  of  Finding  Proportions 137 

50.  Best  for  Cheap  Paper 138 

51a.  Yellow  Plate facing  140 

51b.  Red  Plate : facing  140 

51c.  Showing  Result  of  the  Printing  of  the  Red  and  Yellow  Plates 140 

51d.  Blue  Plate facing  140 

51e.  The  Complete  Result facing  140 

52.  Ben  Day  Screen 142 

53.  Ben  Day  Shading  Mediums facing  142 

54.  Ben  Day  Color  Process facing  143 

55.  Showing  Result  on  Machine-Finish  Paper facing  150 

56.  Showing  Result  on  Super-Calendered  Paper facing  150 

57.  Showing  Result  on  Coated  Paper facing  150 

58.  Style  or  Fmish  for  Half-Tone  Engra\ing 149 

59.  Zinc  Etching  With  Grained  Background 156 

60.  Zinc  Etching  With  Ben  Day  Border 157 


ILLUSTRATIONS  XV 

Fig.  page 

61.  Zinc  Etching  With  Black  Border 158 

62.  Positive  Etching  or  Reversed  Plate 159 

63.  This  Illustration  Tends  to  Arouse  Desire 256 

64.  Appealing  to  the  Sanguine  Class  of  Humanity 270 

65.  Likewise  Appealing  to  the  Sanguine  Class  of  Humanity 271 

66.  Appealing  to  the  Melancholy  Class  of  Humanity 273 

67.  Appealing  to  the  Choleric  Class  of  Humanity 274 

68.  Likewise  Appeahng  to  the  Choleric  Class 275 

69.  Appealing  to  the  Phlegmatic  Class  of  Humanity 276 

70.  A  Unique  Method  of  Presenting  a  New  Article 283 

71.  Description 292 

72.  Narration 293 

73.  Persuasion.    Emphasis  Related  to  Feeling 294 

74.  Persuasion.    Emphasis  Related  to  Pure  Logic 295 

75.  Persuasion.    A  Combination  of  Feeling  and  Logic 295 

76.  Exposition 296 

77.  Exposition _  297 

78-84.  Examples  for  Study  and  Criticism 301-304 


PRODUCTIVE  ADVERTISING 


INTRODUCTION 

THE  HISTORY  OF  ADVERTISING 

Advertising  is  as  old  as  the  human  race,  and  throughout  his- 
tory Ave  find  its  actions  and  reactions  being  rehitive  to  and  coming 
directly  from  humanity.  The  unconscious  beginning  of  adver- 
tising first  manifested  itself  in  the  attempt  of  the  individual 
to  avail  himself  of  the  natural  human  forces  and  processes  about 
him,  in  an  endeavor  to  further  his  own  economic  ends.  From 
this  primal  stage,  advertising  has  evolved  and  developed  in 
accordance  and  with  the  particular  needs  and  desires  of  the 
various  epochs  which  mark  the  progress  of  the  world.  With 
advertising  intimately  correlated  to  human  development,  it  has 
in  turn  been  affected  and  modified  by  the  results  of  its  own 
efforts.  The  power  of  advertising  in  its  history,  thus,  at  one 
time  suggests  retrogression  and  at  another,  advancement.  For 
instance,  the  quack  medicine  advertisement  has  been  as  harmful, 
as  advertised  painless  dentistry  has  been  helpful,  to  humanity. 
Throughout  the  centuries  the  relation  between  advertising  and 
evolution  has  been  constant ;  only  the  form  of  advertising  itself, 
as  a  highly  specialized  element  in  the  creative  processes  of  life, 
has  changed.  To-day,  far  from  being  a  passive  or  an  unconscious 
factor  in  human  existence,  and  far  from  complacently  following 
the  vacillating  course  of  the  public's  footsteps,  advertising  has 
become  a  positive  and  productive  force, — a  guiding  factor  in  the 
shaping  of  the  constantly  changing  public  standards  of  life.  It 
works  with  art  and  science  in  the  evolution  of  human  need  and 
desire. 

The  date  of  the  first  advertisement,  recognized  as  such,  is 
unknown.     However,  during  the  period  of  civilization,  when 

1 


2  INTRODUCTION 

for  geograpliical  and  economic  reasons  the  maintenance  of  an 
individual  existence  was  simple  and  non-competitive,  there  was 
little  or  no  interest  in  advertising.  The  thinness  of  the  popula- 
tion and  the  abundance  of  food,  together  with  the  wide  areas 
of  unoccupied  territory,  enabled  each  family  unit  to  live  obliv- 
ious of  the  rest.  Social  forces  as  yet  exerted  no  pressure  on  the 
individual.  Accordingly,  however,  as  economic  conditions  were 
slowly  transformed,  the  direct  consequence  was  the  grouping 
of  people  into  communities.  At  the  same  time,  the  social  and 
economic  pressure  of  community  life  began  more  or  less  to 
develop  dependence  in  the  gratification  of  human  desires.  This 
pressure  soon  resulted  in  a  competitive  business  system  based 
on  the  constantly  increasing  demands  of  humanity.  The  market- 
ing of  the  family's  output  of  commodities  grew  more  difficult. 
Then  it  was  discovered  that  by  a  broadcast  proclamation  of  the 
excellence  of  wares,  combined  with  the  personality  of  a  per- 
suasive seller,  the  power  of  competition  began  to  develop  ti'ade, 
wherefore  traders  hawked  their  wares  imto  the  purchasing  public. 

Advertising  grew  with  civilization.  As  communities  devel- 
oped into  towns  and  towns  into  cities,  the  attendant  congealing 
of  the  economic  and  social  forces  produced  a  stability  and  per- 
manence in  the  merchant-trader's  business  location.  Shops  were 
opened :  itinerancy  lessened.  So  in  a  way  the  importance  of 
the  hawker,  as  such,  dwindled  until  in  time  he  was  almost  com- 
pletely supplanted  by  that  type  of  crier  whose  counterpart  to-day 
is  exemplified  by  the  "barker."  It  was  but  a  step  from  the 
latter  to  the  public  crier  or  prcecone,  an  officer  of  the  municipal 
or  State  government,  as  the  case  might  be,  charged  with  the 
proclamation  of  affairs  of  State  as  well  as  giving  publicity  to 
the  shopkeeper,  who  was  sagacious  and  prosperous  enough  to  pro- 
cure it.  Finally,  with  the  slow  and  steady  advance  of  civilization 
and  its  consequent  influence  on  the  expansion  of  art  and  letters, 
the  written  advertisement  appeared. 

Three  thousand  years  ago  an  Egyptian  landowner  wrote  on 
a  scrap  of  papyrus  an  advertisement  for  the  return  of  a  runaway 
slave.  Exhumed  from  the  ruins  of  Thebes,  this  papyrus  is  still 
preserv^ed  in  the  British  Museum.     It  is  not  to  be  deduced. 


THE  HISTORY  OF  ADVERTISING  3 

however,  that  written  advertisements  were  of  common  occurrence 
at  this  time,  for  though  the  art  of  writing  was  being  acquired 
by  the  popuhice,  nevertlieless  the  majority  were  still  illiterate. 
Under  such  circumstances,  therefore,  written  advertisements 
were  of  little  avail;  but  as  the  center  of  civilization  shifted 
from  Palestine  westward,  absorbing  the  knowledge  and  the 
culture  of  each  nation  tliru  which  it  passed,  written  advertising 
became  the  more  productive  medium.  Thus  in  the  early  Hebrew 
civilization  practically  all  the  advertising  was  done  by  word  of 
mouth  thru  the  public  crier,  although  the  utterances  of  the  Kings 
and  Prophets  were  inscribed  on  parchment  and  made  prominent 
in  the  public  places  of  the  city. 

The  modes  of  advertising  in  Greece  were  apparently  equally 
divided  between  the  spoken  and  the  written  word.  Here,  the 
public  crier  survived  in  more  accomplished  splendor,  always 
being  accompanied  by  a  musician,  and  using  only  the  choicest 
rhetorical  speech.  Until  this  time  the  advertisements  which 
were  written  partook  of  a  public  or  quasi-public  nature.  Xow 
in  contrast  with  the  Hebraic  advertising,  the  distingTiishing 
additional  feature  of  the  Greek  publicity  method  was  the  well- 
defined  existence  of  private  advertisements  in  writing.  On  the 
exterior  of  private  residences  was  a  piece  of  whitened  wall,  the 
luchoma,  and  it  received  inscriptions  relative  to  the  affairs  of 
the  family  residing  therein. 

Roman  advertising  in  its  general  institutions  resembled  that 
of  the  two  preceding  nations.  The  public  crier  obtained,  and 
the  various  means  of  disseminating  news  and  information  dif- 
fered only  in  the  elaborated  details  which  an  ever-increasing 
experience  was  bound  to  beget.  The  ruins  of  Pompeii  and  Her- 
culaneum  disclosed  many  houses  and  buildings  to  which  were 
affixed  on  the  pillars  thereof,  tahellce,  whereon  public  announce- 
ments were  written,  such  as  the  formal  dedication  of  a  public 
bath.  Police  regulations,  too,  claimed  their  share  in  the  details 
of  advertising  media,  as  for  example  the  attempted  prohibition 
of  nuisances  by  the  painting  of  two  sacred  serpents  on  a  sign 
suspended  from  the  wall.     Streets  in  Rome  were  also  known  by 


4  INTRODUCTION 

painted  signs.  Written  private  advertising  in  Rome  assumed, 
when  viewed  in  the  light  of  the  same  kind  of  advertising  ante- 
dating it,  a  diversity  of  forms.  Bills  named  lihelli  were  used 
to  acquaint  the  public  with  sales  of  estates,  absconded  debtors, 
and  things  lost  and  found.  Booksellers  solicited  the  attention 
of  the  prospective  reader  by  having  the  titles  of  the  new  books 
neatly  inscribed  on  a  placard  placed  prominently  in  the  shop 
window.  Shows,  exliibitions,  and  sales  were  given  extensive 
eminence  at  the  public  baths  thru  the  medium  of  lihelli  and  by 
means  of  promiscuous  writings  on  the  walls;  while  premises 
for  sale  or  rent  were  usually  advertised  by  inscriptions  on  the 
piece  of  whitened  wall  commonly  designated  as  the  album.  Xor 
was  the  sign  board  lacking  in  conspicuousness ;  indeed,  out  of 
the  Roman  pot-pourri  of  this  species  of  advertising  media  came 
the  precursor  of  the  famous  medieval  rebus. 

Some  signs  were  painted,  but  generally  they  were  made  of 
stone  or  terra  cotta  relief  and  set  in  the  pilasters  at  the  front  of 
shops.  The  Roman  custom  of  sculpturing  on  the  tomb  the  tools 
and  implements  typical  of  the  deceased  artificer's  trade — the 
classical  example  being  the  pickax  and  the  lamp  engraven  on  the 
tomb  of  Diogenes — suggests  the  probability  of  these  same  insig- 
nia being  used  over  the  workshops  and  residences  during  the 
mechanic's  lifetime.  Certain  it  is  that  the  use  of  the  insignia 
on  the  tombstone  had  lost  the  inhibiting  effect  of  a  sacred  posthu- 
mous rite,  for  on  the  headstones  of  a  later  period  the  practice  of 
"  punning  "  on  the  name  was  not  infrequent.  The  grave  of 
Onager  w^as  embellished  with  a  wild  ass,  and  that  of  Umbricus 
was  decorated  with  a  shady  tree. 

The  decay  of  the  Roman  civilization  deflowered  art  and 
science.  As  the  vast  hordes  of  Teutonic  tribes  inundated  Western 
Europe  a  gap  was  opened  in  the  forward  movement  of  the  human 
race.  Letters,  learning,  sculpture,  painting  and  science — all 
were  snuffed  out  by  the  flood  of  semi-barbarism.  Advertising 
met  the  same  fate,  and  throughout  the  dark  ages  of  illiteracy  it 
remained  dormant. 

Advertising,  however,  again  went  round  its  previous  cycle 
of  evolution,     The  public  crier  of  the  ]\Iiddle  Ages  betokened 


THE  HISTORY  OF  ADVERTISING  5 

its  resuscitation ;  only  this  time  there,  was  an  unusual  strength 
and  solidarity  of  interest  manifested  by  this  institution.  As 
early  as  1258  the  public  criers  of  France  were  organized  and 
incorporated  into  a  body  which  procured  special  prerogatives 
from  the  (h-own;  and  similarly  in  England  they  constituted  a 
national  organization  of  no  small  repute.  Of  course,  the  cardinal 
duties  of  this  functionary  were  intermingled  primarily  with  mat- 
ters of  State,  but  this  in  nowise  minimized  his  importance  as  a 
business  transmitter  from  the  merchant  to  the  public  at  large. 
Tersely,  the  public  crier  became  an  advertising  force.  The 
Assizes  of  Jerusalem,  which  contained  a  code  of  the  civil  laws 
of  the  whole  of  civilized  Europe  during  the  twelfth  and  the 
thirteenth  centuries,  practically  made  it  obligatory  on  people 
having  things  to  sell  to  make  an  announcement  thru  the  crier. 
Moreover,  the-crier  was  granted  the  exclusive  right  of  proclaim- 
ing all  sales  by  auction,  and  judicial  sales  of  real  and  personal 
property.  The  obligation  thus  imposed  upon  the  individual 
merchant  desirous  of  gaining  an  audience  for  his  goods  was  in 
no  way  a  hardship.  As  yet  the  percentage  of  literacy  was  small, 
and  therefore  the  oral  announcement  was  really  the  only  effective 
method  of  securing  the  precious  publicity.  .  At  first  the  crier's 
vocal  efforts  concerned  all  kinds  of  goods,  wares  and  merchan- 
dise, but  his  activities  gradually  extended  until  his  announce- 
ments amounted  to  a  verbal  miscellam- — things  lost  and  found, 
sales,  weddings,  christenings  and  funerals  were  included  therein. 
It  was  only  a  matter  of  time  until  the  touter  for  the  individual 
trader  came, — pacing  to  ajid  fro  before  the  shop  and  shouting 
with  the  mature  vigor  of  a  vernacular  expert,  ^^  What  d'ye  lack, 
sir?  What  d'ye  lack?"  The  touter's  energy  eclipsed  his  pic- 
turesqueness.    He  vitalized  tlie  community. 

Economic  necessity  created  the  rebus.  Toward  the  close  of 
the  fourteenth  century  numbers  for  the  houses  did  not  exist 
and,  hence,  for  the  traveller",  the  sole  means  of  identifying  the 
household  was  the  family  coat-of-arms.  Meanwhile  the  custom 
had  arisen  for  the  families,  when  moving  from  one  residence  to 
another,  as  the  seasons  of  the  year  changed,  to  let  the  vacant 
country  house  as  a  hostelry,  which  likewise  maintained  its  indi- 


6  INTRODUCTION 

vidualitj  principally  thru  the  coat-of-arms.  At  length  the  coat- 
of-arms  was  imitated  by  the  less  pretentious  inn-keepers  who, 
though  lacking  the  pedigTee  essential  to  a  coat-of-arms,  yet  pos- 
sessed the  universal  tendency  to  simulate  that  which  gave  dis- 
tinction to  the  upper  strata  of  society ;  and  especially  so  in  this 
case,,  since  clever  simulation  meant  more  gold  in  their  coffers. 
Red  lions  and  grean  dragons  all  played  their  part  in  tho  scramble 
for  public  favor.  Furthermore,  so  long  as  competition  continued 
inoffensive  a  few  symbols  typical  of  the  trade,  so  manipulated 
as  to  form  an  insignia,  sufficed  to  establish  the  identity  of  the 
trader's  shop.  Here  was  the  counterpart  of  the  Roman  signs. 
Thus  a  knife  for  a  cutler,  a  hand  for  a  glover,  and  a  scissors 
for  a  tailor  are  instances  in  point.  A  more  rigorous  competition, 
segregation  cf  traders  to  one  locality,  and  the  fact  that  the  ability 
to  read  was  still  a  rare  acquirement, — these  were  the  paramount 
factors  in  the  arisal  of  the  rebus.  Animals,  vegetables,  portraits 
of  great  men,  names  of  towns,  and  articles  of  dress, — all  were 
used  to  serve  the  purpose.  Incidentally,  some  neat  quips  were 
achieved:  a  hare  and  a  bottle  stood  for  Harebottle;  while  two 
cocks  represented  Cox. 

The  advent  of  the  printing  press  about  1450  gave  a  further 
impetus  to  advertising  as  a  science,  which  was  just  wakening 
unto  its  own  power.  The  opportunity  for  augmenting  the  per- 
centage of  literacy  was  immediately  enlarged;  a  broader,  more 
comprehensive  horizon  opened  on  the  advertiser's  field.  The 
printing  press  first  turned  out  posters  and  handbills,  and  later, 
pamphlets  and  small  books  of  news,  which  latter  gave  premoni- 
tion of  the  coming  of  newspapers.  However,  it  must  not  be 
assumed  that  the  advent  of  printing  garnered  into  the  printing 
shops  the  complete  production  of  the  posters  and  pamphlets,  for 
though  the  art  of  printing  had  become  established  and  was  daily 
decreasing  the  labor  of  the  scribes,  writing  remained  the  supreme 
advertising  media  for  two  centuries  longer. 

Heralds  of  bill-board  advertising  of  modern  days,  the  posters, 
both  written  and  printed,  were  used  for  all  conceivable  purposes. 
Usually  these  posters  w^ere  called  siquis,  since  the  great  propor- 
tion of  them  began  with  the  words  ^'^  if  anybody,",  in  Latin, 


THE  HISTORY  OF  ADVERTISING  7 

si  quis.  William  Caxton  was  the  pioneer  printer  of  England, 
having  set  up  his  press  in  Westminster  Abbey  in  1471 ;  and  nine 
years  afterward  he  published  one  of  the  first  siquis  printed  in 
the  British  Isles,  the  '^  Pyes  of  Salisbury  Use/'  containing  a 
collection  of  the  rules  as  practised  in  the  diocese  of  Salisbury. 
The  original  copy  of  this  bill  is  still  extant,  being  in  the  posses- 
sion of  the  Bodelian  libi-ary  at  Oxford.  Books  as  well  as  the 
theatre  sought  to  obtain  the  attention  of  the  public  thru  the 
instrumentality  of  the  siquis;  tutors  and  companions,  managers 
of  boxing  shows,  and  a  host  of  other  entrepreneurs  of  self,  used 
the  same  means  in  their  quest  for  notoriety.  The  siquis  were 
nailed  and  posted  wherever  there  was  a  recurring  concourse  of 
people,  as  for  example  on  churches, — old  St.  PauFs  Cathedral 
most  famed  of  any, — in  taverns,  or  at  the  towm  hall. 

Meanwhile  the  crier  and  the  touter  were  not  extinct.  They 
performed  their  customary  activities  with  the  same  ardor  and 
zeal.  But  a  noticeable  contraction  was  occurring  in  the  field  of 
their  industry.    Printing  was  gaining  an  ascendency. 

^N'early  two  centuries  of  printing  lay  in  back  of  the  first 
so-called  newspaper.  As  intimated  previously,  after  the  use  of 
posters  and  handbills  had  become  fixed,  there  came  into  existence 
small  pamphlets  and  news-books,  which  in  turn  foreshadowed 
the  newspaper.  The  limited  means  of  communication,  a  com- 
parative lack  of  a  general  system  of  public  education,  the  scant 
facilities  for  printing  rapidly  and  in  volume,  the  inability  to 
secure  any  widespread  circulation  on  account  of  poor  transpor- 
tation, the  heavy  expenses  involved  in  the  procurement  of  paper, 
type  and  labor: — all  of  these  affected  newspaper  development 
and  confined  its  influence  to  a  narrow  sphere.  Characteristic 
publications  assumed  the  form  of  belated  purveyors  of  news- 
gleanings, — some  English  papers  even  copying  verbatim  the  con- 
tents of  co-existent  weeklies  published  on  the  Continent, — or  of 
tracts  giving  vent  to  the  individual  convictions  of  its  publisher 
in  his  essay  to  gain  an  audience  sympathetic  with  his  interpre- 
tation of  the  times. 

Authentic  records  indicate  that  the  first  bona  fide  attempt  at 
newspaper  work  in  England  was  begim  in  May,  1622,  under  the 


8  INTRODUCTION 

direction  of  Nicholas  Bourne  and  Thomas  Archer.  The  paper 
was  called  the  "  Weekly  Xews ''  and  openly  professed  on  its 
first  page  to  be  a  transcription  from  the  news  books  of  Germany, 
France,  Hungary  and  Bohemia.  In  Angust  of  the  same  year 
!N'athaniel  Butler,  who  was  the  first  to  try  to  establish  a  weekly 
newspaper  on  a  permanent  basis,  founded  an  unnamed  publi- 
cation. Butler's  idea  was  to  collect  and  summarize  weekly  the 
news  items  from  the  Venetian  gazettes,  as  a  means  of  satisfying 
the  unusual  demand  for  news  created  by  the  Ciyil  War.  His 
scheme  was  at  once  subjected  to  all  sorts  of  raillery  and  adverse 
criticism;  and  though  his  venture  failed  within  a  short  time, 
nevertheless  it  had  the  effect  of  stimulating  interest  in  a  new 
form  of  enterprise.  Many  news-sheets  sprang  up,  consisting 
only  of  a  single  sheet  of  paper,  on  which  were  printed  detached 
and  miscellaneous  scraps  of  news. 

It  was  not  until  half  a  century  later  that  newspapers  began 
to  assume  the  form  by  wdiich  we  recognize  them  to-day. 
Strangely  enough,  the  turmoil  of  the  Civil  wars  of  Charles  I. 
and  Cromwell  engendered  the  desire  for  news,  and  at  the  same 
time  provoked  the  leaders  of  the  various  factions  to  publish  par- 
tisan organs  to  aid  their  side.  The  Dutch  Speye,  Scots  Dove,  the 
Parliament  Kite,  Screetch  Owle,  are  typical  and  suggestive 
names  of  some.     Most  of  these  publications  were  weekly. 

From  the  outset  it  w^as  obvious  that  newspapers  and  adver- 
tising were  interdependent.  Simply  to  state  the  fact  that  adver- 
tisements were  inserted  in  current  news  publications  of  the  early 
times  gives  no  adequate  idea  of  the  importance  of  advertising 
to  the  newspaper  world.  Xaturally,  this  dependence  was  not 
emphasized  at  the  outset,  principally  because  newspapers  had 
not  attained  a  size  of  any  importance  and  because  very  little 
advertising  was  being  done.  In  fact,  it  was  not  until  the  approach 
of  the  daily  paper  that  the  deep-rooted  dependence  of  the  news- 
paper on  advertising  became  fully  appreciated ;  then  it  was  that 
advertising  developed  into  a  business  power,  overcoming  the 
prejudices  of  custom  and  tradition  by  demonstrating  that  wide- 
spread publicity  increased  the  quantity  of  sales  and  profits.  So 
it  was  quite  ordinary  to  find  entire  newspapers  devoted  exclu- 


THE  HISTORY  OF  ADVERTIISING  9 

sively  to  publishing  advertisements ;  in  England  there  was  the 
"  Publick  Advertiser,"  founded  May  19,  1657,  while  in  France 
the  ^'Journal  d'Affiches  "  was  printed  October  1-1,  1312.  The 
printed  sheets  whose  chief  function  was  announcedlj  the  dis- 
semination of  news,  found  it  to  their  advantage  financially,  in 
order  to  arouse  a  larger  interest  among  their  readers,  to  allow 
considerable  space  for  advertising.  Frequently  more  advertise- 
ments than  news  items  were  to  be  seen  on  the  front  prge.  More- 
over the  fluctuating  fortunes  of  the  newspapers  themselves  were 
to  some  degree  modified  by  the  factors  affecting  advertising. 
With  advertisements  bearing  an  exorbitant  tax,  the  advertising 
revenue  of  the  newspaper  was  curtailed,  and  the  news  interest 
appertaining  to  the  advertisement  likewise  decreased. 

About  1600  printed  advertisements  were  concerned  chiefly 
with  the  exploitation  of  books  or  of  articles  kindred  to  the  pul)- 
lishers'  business.  Indeed  as  far  back  as  1591,  in  a  German  news- 
book  the  title  of  which  is  unknoA\m,  there  appeared  a  paragraph 
approaching  the  nature  of  an  advertisement,  which  advised  the 
purchase  of  a  Dr.  Laster's  monograph  explaining  the  secret 
medicinal  properties  of  a  newdy  discovered  plant.  To  ^N'athaniel 
Butler,  however,  is  to  be  attributed  the  first  genuine  newspaper 
advertisement,  the  subject-matter  being  books.  The  commence- 
ment of  miscellaneous  newspaper  advertisements  dates  from 
ISTovember  21,  1626,  when  a  collection  of  them  occurred  in  a 
Dutch  black-letter  newspaper. 

Certain  personalities  stand  out.  pre-eminently  in  the  early 
advertising  world.  Sir  Roger  L'Estrange  was  the  first  man  who 
attempted  systematically  to  convince  the  public  of  the  vast  possi- 
bilities of  advertising.  His  genius  created  three  publications: 
the  '^Intelligencer,''  started  August  1,  1663;  the  '' Xewes," 
September  3,  1663 ;  and  the  "  ^Mercury,  or  Advertisements  Con- 
cerning Trade,"  1668.  JSTearly  twenty  years  later,  in  1682,  the 
astute,  shrewd  John  Houghton  founded  a  weekly  paper  entitled, 
"  A  Collection  for  the  Improvement  of  Husbandry  and  Trade," 
consisting  of  mere  bulletins  and  prices  current  in  various  trades. 
This  paper  is  significant  for  two  reasons:  first,  its  columns  con- 
tained advertisements  from  a  great  variety  of  trades,  and  sec- 


10  INTRODUCTION 

ondly,  in  it  the  personal  recommendation  by  the  editor,  of 
certain  advertisers,  first  came  into  vogue. 

The  first  dailv  paper  in  England  was  the  "  Dailv  Courant/' 
1702 ;  in  the  United  States,  it  was  the  "  Boston  Xewsletter/' 
established  170-4.  Soon  the  daily  paper  was  the  predominant 
advertising  medium.  On  account  of  greater  news  value,  it  had  the 
advantage  of  a  wider  circulation ;  the  advertisements  themselves 
could  be  made  alive  with  current  opinions ;  and  continual  repe- 
tition had  an  effective  opportunity.  Patent  medicine  vendors, 
and  those  to  whom  dishonest  methods  seemed  justifiable  when 
conducted  by  indirect  and  remote  means,  seized  eagerly  upon 
newspaper  publicity  to  further  their  ends.  These  constituted  the 
only  well-defined  group  of  advertisers  until  approximately  1850  ; 
to-day  they  are  practically  extinct.  The  inadequate  transpor- 
tation facilities  limited  circulation,  and  this  combined  with  the 
dubious  attitude  which  most  merchants  entertained  with  respect 
to  the  ethics  of  advertisins;,  acted  as  a  restrainine:  infiuence  on 
other  businesses.  In  England  tliere  was  the  added  burden  of  a 
direct  tax  on  the  advertisements,  and  a  stamp  tax  on  newspapers, 
both  of  which  continued  imtil  1853  and  1855  respectively.  Be- 
fore the  Civil  War  the  largest  expenditure  for  an  advertisement 
in  the  United  States  amounted  to  $3,000,  and  came  from  E.  &  T. 
Fairbanks  Company,  the  standard  scales  manufacturers. 

The  decade  from  1840  to  1850  was  notable  for  tvA^o  things. 
Bill  posting  had  progressed  to  such  a  stage  that  it  actually  be- 
came a  public  nuisance.  Unscrupulous  bill-posters  insisted  on 
covering  every  available  inch  of  space  with  the  bills  of  their 
particular  customers,  and  the  rivalry  between  competitors  re- 
sulted in  hideous  conglomerations  of  paper  and  ink.  Walls  of 
houses  and  fences  were  defaced  by  the  repeated  pasting  of  one 
bill  over  another;  and  so  both  the  advertiser  and  the  public 
were  injured.  During  this  decade,  also,  the  advertising  agent 
came.  Without  the  semblance  of  the  system  which  characterizes 
the  better  agent  of  to-day,  his  two-fold  function  was  first,  to 
induce  the  manufacturers  to  advertise,  and  second,  to  place 
their  advertisements  with  newspapers.  The  pioneer  agents  in 
the  United  States  were  W.  B.  Palmer,  S.  M.  Pettingill,  and 
Greorge  P.  Powell. 


THE  HISTORY  OF  ADVERTISING  11 

As  in  the  case  of  early  newspaper  advertising,  the  magazine 
during  this  period  contained  very  little  more  than  announcements 
of  books  issued  by  the 'publishers.  Godey's  "  Lady  Book  "  and 
"  Peterson's  ''  were  the  two  exceptional  magazines  which  carried 
back-page  advertisements  of  commercial  products.  Xot  until 
186-1,  when  J.  Walter  Thompson  entered  the  field,  determined 
to  become  a  general  advertising  agent,  did  magazine  advertising, 
as  we  know  it  to-day,  really  start ;  and  it  was  not  until  the  decade 
between  1870  and  1880  that  a  general  use  was  made  of  the 
magazines  to  advertise  miscellaneous  trade  products,  ^fanufac- 
turers  were  only  beginning  to  be  convinced  that  advertising  w\as 
rn  investment.  It  was  Frank  A.  Munsey  in  1893  who  boosted 
the  circulation  of  his  magazine  by  reducing  its  price  to  ten  cents. 
Other  magazineo  copied  his  example.  As  a  consequence,  ten 
years  later  it  was  not  an  unusual  thing  for  magazines  to  have 
a  circulation  of  500,000.  The  volume  of  advertising  in  the 
magazines  increased  proportionately  with  th3  circulation.  The 
gradual  expansion  of  the  railroads,  combined  with  this  wider 
circulation  of  the  printed  medium,  made  possible  the  marketing 
of  articles  on  a  national  scale.  To-day  there  are  6,000  national 
advertisers  and  an  approximate  estimate  of  their  advertising  ex- 
penditure is  said  to  be  $616,000,000  annually. 

At  the  present  day,  national  advertising  has  attained  gigantic 
proportions.  By  reason  of  its  control  over  the  outlay  of  a  tre- 
mendous amount  of  money,  it  influences,  and,  in  a  measure, 
directs  the  character  and  form  of  advertising  media  which  hereto- 
fore were  accepted  without  question  in  their  natural  existing 
state.  Magazines,  newspapers  and  bill-boards  have  r3sponded 
to  the  advertiser's  persistent  efforts  to  secure  neater  copy,  a 
more  effective  arrangement,  and  in  general,  to  raise  the  aesthetic 
standards  both  of  the  publication  and  the  advertisements  appear- 
ing therein.  As  a  consequence,  the  advertiser  and  the  publisher 
have  profited.  Then,  too,  the  incidental  effects  of  these  in- 
fluences have  usually  reacted  favorably  to  the  public.  The 
demand  for  greater  circulation  has  sent  into  homes  an  educational 
force  in  the  shape  of  magazines  and  newspapers ;  the  insistence 


12  INTRODUCTION 

on  variety  and  nicety  in  typography,  and  attractive  illustrations, 
has  created  to  some  degree  criterions  in  artistic  taste. 

The  future  of  advertising  is  an  unknown  quantity.  But  this 
much  is  certain :  judged  by  the  tendencies  which  it  has  exhibited 
within  the  past  two  decades,  the  advertising  of  to-morrow  will 
be  a  decisive  factor  in  the  moulding  of  more  things  than  desires 
and  in*  the  creation  of  things  more  fundamental  to  our  civic  and 
economic  life  than  a  vogue.  The  chief  reason  for  this  is  the 
change  in  the  attitude  of  the  advertiser  toward  his  profession. 
Equivocal  and  dishonest  methods  have  been  eliminated,  and  in 
their  stead  has  arisen  the  significant  motto,  inscribed  on  the 
shields  at  the  national  convention  of  advertisers,  ^'  Truth.''  With 
such  a  point  of  view  as  a  foundation,  the  possibilities  for  the  pro- 
motion of  the  general  good  are  manifold.  Thru  delicately  adjusted 
publicity  the  conspicuous  antagonism  between  capital  and  labor 
may  be  mitigated;  by  means  of  a  fair-minded  receptivity  and 
an  honest,  candid-printed-word,  may  be  destroyed  the  public's 
misunderstanding  and  misinterpretation  of  corporations' 
methods ;  the  investment  field  may  be  widened ;  and  the  growth 
of  communities  balanced.     Advertising  is  the  inspiration  of  the 

future. 

QUESTIONS 

1.  How   old    is   advertising?     In   what   form    did    it   first    manifest    itself? 

Wliat  economic  cliange  necessitated  advertising? 

2.  Wliat  are  tlie  successive  stages  tliru  which  advertising  has  developed? 

Was  there  any  strong  need  of  advertising  in  primitive  times? 

3.  Was  there  any  relationship  between  advertising  and  the  government  in 

early  civilization?     Name  some  of  the  advertising  media  during  this 
development. 

4.  When  did  the  second  cycle  of  evolution  in  advertising  come?     What  has 

it  produced? 

5.  To  what  purpose   did  the  rehus   serve?     Discuss  the   relation   between 

siquis  and  the  bill  posting  of  to-day. 

6.  Mention  the  factors  that  retarded  early  newspaper  development?     Did  the 

discovery  of  printing  give  immediate  rise  to  the  newspaper? 

7.  When  did  the  value  of  advertising  become  fully  appreciated? 

8.  Why   is  the  advertising  world  indebted  to  Nathaniel   Butler   and  John 

Houghton?     During  what  period  was  the  advertising  agent  born? 

COLLATERAL  READINGS 

History  of  Advertising,  Henry  Sampson. 

Modern  Advertising,  Calkins  and  Holden,  Chapter  ii,  page  13. 
Typography  of  Advertisements,  Trezise,  Chapter  i. 
Selling  Forcer   Curtis  Publishing  Co.,  Part  I,  Chapter  ii. 


CHAPTER  I 
THE  ADVERTISER,  HIS  ARTICLE  AND  PEOPLE 

Desire. — If  there  be  one  word  which  accurately  suggests  the 
significance  of  human  nature  in  its  conquest  of  things,  that  word 
is  desire.  From  the  cradle  to  the  grave  our  lives  are  ever  reach- 
ing out  trying  to  absorb,  to  possess,  to  regulate,  to  suppress,  to 
attain,  to  feel ;  all  these,  and  more,  based  on  the  desires  of  life 
born  out  of  manifold  experiences.  If  we  stop  to  analyse  the 
function  of  selling,  an  economic  factor  in  life's  experience,  we 
find  it  to  be  based  primarily  on  our  desire  to  possess  things. 
Even  though  a  man  be  a  miser  caring  for  gold  for  gold's  sake, 
this  is  a  desire.  The  majority  of  mankind  desires  automobiles, 
vacations,  stylish  clothing,  homes,  travel  and  whatsoever  else 
Seems  to  be  found  harmlessly  pleasurable  bv  others.  And  it  is 
here  that  desires  become  dangerous  to  society,  for  we  <^ften  wish 
for  those  things  or  those  conditions  that  put  us  into  debt  to  others, 
and  from  w^hose  toil  there  is  no  means  of  escape.  Xow  advertis- 
ing and  salesmanship  are  intimately  and  directly  related  to  our 
desire  for  things.  And  if  the  advertiser  and  the  salesman  is 
persuaded  that  the  world  is  to  be  made  happier,  or  a  more  con- 
venient place  in  which  to  live,  or  more  beautiful  because  of  the 
possession  of  his  article  or  proposition,  then,  it  naturally  follows 
that  his  goods  should  be  distributed  under  such  economic  con- 
ditions as  will  permit  all  worthy  people  to  enjoy  these  manifold 
experiences.  In  so  far  as  our  selling  system  retards  distriliution 
to  w^orthy  people,  just  to  that  extent  is  it  the  seller's  duty  to 
take  his  part  in  a  struggle  for  a  new  economic  system. 

Thus  I  would  characterize  the  work  of  the  advertiser  as  two- 
fold: first,  to  create  desire  on  the  part  of  the  class  or  classes  for 
which  his  object  or  proposition  is  intended ;  second,  to  consider 
himself  a  factor  in  the  changing  of  our  economic  system  so  that 
all  w^ho  would  be  really  benefited  should  have  the  opportunity 
of  rightly  buying  what  he  has  to  sell. 

Advertising  and  Salesmanship  Compared. — This  analysis 
recognizes  the  fact  that  advertising  creates  desire.  In  selling 
under  our  present  economic  system,  it  is  necessary  to  create  desire 

13 


14  THE  ADVERTISER,  HIS  ARTICLE  AND  PEOPLE 

on  the  part  of  thousands  of  people.  When,  however,  desire 
or  the  vogue  for  an  article  has  become  fixed,  and  we  have  com- 
petition for  the  sale  of  Uneeda  Biscnit  as  against  the  Educator 
Cracker,  salesmanship  has  entered.  Advertising  is  educating 
those  to  whom  it  is  possible  to  sell  but  who  have  not  had  desire 
aroused.  To  create  a  favorable  impression  on  the  mind  of  the 
mass,  previously  indisposed,  is  to  create  a  vogue.  It  may  be 
that  educating  a  woman  who  has  never  had  a  carpet  sweeper 
called  to  her  attention  might  result  in  an  immediate  sale  simply 
because  she  does  not  realize  that  other  machines  are  in  the 
market.  A  man  who  has  never  been  convinced  that  a  life 
insurance  policy  is  a  good  thing,  should  not  be  talked  to  re- 
garding the  pa\Tnents  of  a  specific  policy.  He  needs  to  be 
educated  regarding  life  insurance  in  general.  This  is  adver- 
tising. For  a  long  time  I  had  been  persuaded  that  a  talking 
machine  was  a  good  pleasure  investment,  but  it  was  the 
best  salesman  in  competition  with  others  that  convinced  me  of 
the  merits  of  one  machine  over  another.  This  is  salesmanship. 
^Mien  the  Angelus  Company's  booklet  proves  conclusively  that 
the  mechanical  piano  dexterously  played  cannot  be  discriminated 
from  the  work  done  by  an  artist,  I  am  immediately  convinced 
that  the  piano  player  is  a  good  thing.  My  desire  for  one  has  been 
aroused.  When  general  sentiment  is  in  favor  of  player-pianos, 
a  vogue  has  been  created.  We  may,  however,  each  buy  a  much 
cheaper  instrument  than  the  Angelus.  At  any  rate  when  a  vog-ue 
has  been  established,  advertising  tends  to  cease  and  salesmanship 
has  begun.  Thus,  the  advertiser  changes  from  advertising  to 
salesmanship  according  to  the  form  of  his  message.  His  mes- 
sage, either  spoken  or  written,  is  changed  to  meet  the  notions 
of  the  crowd  which  at  one  time  asks  to  be  told  about  the  thing 
in  general,  and  at  another,  to  be  told  of  the  merits  of  this  particu- 
lar thing  in  competition  with  others. 

With  the  previously  suggested  thoughts  each  advertiser 
should  learn  to  discriminate:  first,  whether  he  is  attempting 
to  employ  the  principles  of  advertising  or  salesmanship  in  rela- 
tion to  desire;  second,  whether  he  is  handling  a  proposition, 
abstract  in  nature,  as  a  life  insurance  policy,  a  bond  investment, 
or  a  concrete  thing,  as  a  safety  razor. 


THE  ADVERTISER'S  QUALITIES  15 

The  advertiser's  real  work,  then,  is  to  create  a  vogiie  for 
a  particular  article  or  proposition;  the  salesman's  work  is  to 
sell  his  goods,  usually  in  competition  with  others.  Creating 
a  vogue  implies  an  intensive  study  of  human  nature.  While 
there  are  certain  characteristics  common  to  all  of  us  as  human 
beings,  nevertheless  there  are  attitudes  of  mind  peculiar  to  the 
class  of  society  which  we  represent.  Xot  all  people  are  buy- 
ing automobiles.  Certain  classes  are  buying  them.  Different 
machines  are  being  sold  to  different  classes ;  the  Ford  machine 
will  usually  reach  a  different  class  than  the  Chalmers  or  the 
Packard  machine. 

In  what  class  or  classes  of  people  am  I  to  arouse  desire  for 
my  article  ?  \Miat  percentage  of  the  different  classes  are  likely 
to  be  susceptible  to  my  appeal  ?  What  class  or  classes  can  I 
entirely  eliminate  ?  These  are  among  the  immediate  questions 
to  be  asked  by  an  advertiser  in  connection  with  the  vogue  lead- 
ing to  the  sale  of  his  article. 

The  Advertiser's  Qualities.— The  most  successful  advertiser, 
moreover,  must  be  somewhat  of  a  prophet.  lie  must  be  able  to 
sense,  in  part,  what  the  effects  of  new  laws,  changes  of  business 
policy,  deaths,  public  calamities,  new  discoveries  or  inventions  are 
likely  to  be  in  the  distribution  of  his  own  goods.  It  is  the  ability  to 
think  in  terms  of  these  larger  events  that  will  determine  the  ulti- 
mate success  of  a  proposition.  Many  advertisers  are  prone  to 
copy  or  to  imitate.  While  it  is  true  that  it  is  difficult  to  find 
anything  uew  under  the  sun,  nevertheless,  that  man  is  likely  to 
prove  most  efficient  whose  work  and  efforts  bear  the  stamp  of  his 
personality.  Individuality  in  one's  work,  if  efficiently  done, 
soon  stamps  the  doer  as  a  leader  in  his  particular  field. 

\\Tien  John  Wanamaker  began  his  present  unique  form  of 
newspaper  copy,  it  is  related  that  many  doubted  its  effectiveness, 
yet  all  other  kind  of  newspaper  department  store  copy  became 
ordinary  in  comparison.  John  Wanamaker  is  establishing  a 
vog-ue  which  many  others  are  somewhat  hesitatingly  accepting, 
not  because  they  any  longer  doubt  its  wisdom,  but  because  it 
would  seem  to  be  stealing  another's  form.  Up  until  ^[r.  Wana- 
maker's  time,  department  store  copy  had  been  most  ordinary 
and  rigid  in  form.     It  was  his  idea  to  change,  and  he  did.     It 


16  THE  ADVERTISER,  HIS  ARTICLE  AND  PEOPLE 

is  this  spirit  whicli  characterizes  successful  men  in  our  age — 
men  who  think  in  terms  of  changing  events ;  not  those  who  think 
of  the  universe  and  people  as  fixed  in  form.  When  the  news- 
papers began  tlieir  discussions  of  the  Post  Impressionist  and 
the  Futurist  schools  of  art,  Wanamaker's  newspaper  advertising 
was  quick  to  commercialize  the  idea  in  advertising  copy. 

To  be  alert,  to  analyze  quickly,  to  see  methods  of  relating 
the  public  mind  with  your  article, — these  are  qualities  necessary 
for  the  success  of  the  advertiser.  Optimism,  which  believes  in 
the  good  that  is  to  come ;  an  idea,  the  result  of  careful  thinking 
or  experiences ;  energy  to  carry  one's  ideas  into  effect,  which  often 
necessitates  struggles  against  the  disbelief  of  others  or  battles 
against  traditions  and  precedent; — these  are  the  trio  of  forces 
vieing  for  the  complete  expression  of  an  advertiser's  personality. 

The  Value  of  a  Good  Article  or  Proposition. — But  the  mod- 
ern advertiser  is  hopeless  in  his  conquest  ui\less  he  has  the  goods 
which  will  eventually  satisfy  or  meet  public  demand.  Effort 
resulting  in  sales,  the  goods  of  which  afterward  prove  disappoint- 
ing to  the  consumer,  while  bringing  in  money  at  the  present  time, 
will  ultimately  meet  w^ith  failure.  A  skilful  advertiser  may  suc- 
ceed in  a  given  community  for  a  while  with  a  bad  article,  but  his 
influence  will  be  of  short  duration.  People  will  soon  sense  him. 
If  he  washes  to  continue  his  artificial  success,  it  will  be  necessary 
for  him  to  move  from  town  to  town  across  the  country.  The 
death  knell  of  false  advertising  in  connection  with  an  unsatis- 
factory article  has  been  rung.  Severe  competition  has  resulted 
in  a  demand  for  uprightness  on  the  part  of  honest  advertisers; 
the  consumer  has  felt  the  need  of  honesty  in  buying,  and  so 
he  approves  the  passage  of  such  laws  as  will  compel  truth  con- 
cerning his  purchases.  Thus  each  article  is  pleading  for  a 
creation  that  will  satisfy  a  wholesome  desire;  each  consumer 
is  insisting  that  he  be  not  lied  unto ;  each  advertiser  is  insisting 
that  the  other  man  tell  the  truth,  the  whole  truth  and  nothing 
but  the  truth. 

Let  us  ask  then,  what  constitutes  a  good  article  or  a  good 
proposition  commercially?  Everything  in  the  universe  seems 
to  have  its  place.  And  when  a  thing  is  in  its  place  it  is  looked 
upon  favorably  and  recognized  as  a  necessity.  When  a  thing 
is  out  of  place,  it  soon  comes  to  be  looked  upon  as  valueless  and 


BIRTH  OF  "THINGS"  17 

even  a  nuisance.  There  are  those  individuals,  however,  whose 
historical  sense  is  strong  and  who  likewise  consider  the  education 
of  coming  generations.  In  their  desire  to  save  they  establish 
nmsevnis  and  tlnre  preserv^e  those  things  which  have  ever  been, 
during  the  world's  history,  of  service  to  mankind.  Tims  the 
history  of  the  steam  engine  in  its  evolution  is  to  be  seen  in  the 
museum  where  each  timely  cast-away  invention  has  been  re- 
claimed to  tell  to  posterity  its  various  stages  of  progress.  Or, 
again,  certain  articles  pass  thru  a  useful  stage  later  to  become 
ornamental  in  service.  The  candle-stick  which  adorns  our  ban- 
quet table  or  the  mantel-piece,  was  once  merely  useful  in  its 
function ;  but  the  artist  has  given  it  a  new  touch,  and  it  has  now 
become  decorative  in  nature. 

Factors  Involved  in  the  Birth  of  "  Things." — There  are 
certain  factors,  then,  which  culminate  in  the  birth  of  a  thing. 
One  might  be  termed  its  utilitarian  value.  An  article  should 
have  relation  to  mankind  in  the  service  which  it  performs.  Tf 
an  object  is  found  functioning  in  the  service  of  man,  a  second 
factor,  or  environment,  has  entered  into  a  discussion  of  its  birth. 

A  given  environment  contains  a  working  of  factors  which 
(*reate,  in  the  mind  of  some  one,  a  feeling  of  need.  This  need 
is  expressed  in  the  form  of  an  idea  Avhich,  made  practical,  results 
in  a  concrete  thing.  Thus  environment  has  aroused  a  feeling  of 
need  on  the  part  of  some  one  who  satisfies  this  need  by  creating 
what  he  calls  a  useful  thing. 

But  still  another  factor  seems  to  control  our  appreciation  of 
a  ^'  thing  "  world.  This  is  emotion.  Xot  only  do  we  like  an 
adjustment  to  our  need,  but  we  wish  a  nicety  of  adjustment. 
^Ye  wish  to  be  pleased.  We  have  come  to  regard  mere  creation 
as  the  first  step ;  we  speak  of  it  as  necessity.  We  now  regard 
the  added  emotional  pleasure  which  pleasing  form,  color,  weight 
and  right  placement  give,  as  the  final  test  of  its  raison  d'etre. 

The  three  factors — environment,  utility  and  emotion — are 
to  be  found  vying  with  each  other  for  equilibrium  in  the  birth 
of  an  object  or  article.  WTien  their  relationship  is  properly 
adjusted,  the  particular  class  for  whom  the  article  serves  is  satis- 
fied, and  those  thus  served  come  to  look  upon  it  not  only  as  a  part 
of  the  environment,  but  as  needful  and  emotionally  pleasing. 
2 


18  THE  AD\:ERTISER,  HIS  ARTICLE  AND  PEOPLE 

This  law  of  adjustment  pertaining  to  the  birth  of  a  thing 
is  ever  working.  The  Stetson  Hat  Company  sells  different  hats 
in  the  West  than  in  the  East.  The  cow-boy  hat  of  the  Western 
plains  is  not  that  worn  by  a  ^N'ew  Yorker.  The  clothes  worn  at 
a  picnic  are  likely  to  differ  from  those  worn  at  a  ^Miite  House 
reception.  The  Limousine  car  has  its  place  quite  as  much  as  a 
little  Ford  that  climbs  the  veriest  hill.  Lawn  tennis  has  devel- 
oped a  suit  popular  unto  itself  as  has  the  game  of  base-ball  or 
of  foot-ball.  In  all  the  instances  cited  and  in  any  article  named, 
need,  environment,  and  emotion  are  found  harmonizing  them- 
selves into  the  creation  of  a  thing. 

Competition  between  things  serving  a  similar  purpose  is 
often  based  on  the  emotional  factor  or,  again,  on  the  superiority 
of  utilitarian  adjustment  to  the  felt  need.  The  interpretation 
of  the  environment  out  of  which  an  article  has  come  might  have 
resulted  in  a  better  emotional  appeal  by  one  concern  in  compe- 
tition with  another.  For  an  article  born  into  the  thing  realm 
cannot  be  separated  from  the  classes  of  humanity  which  it  is  to 
serve.  The  increase  of  intelligence  on  the  part  of  mankind  has 
meant  the  increase  of  things.  When  a  thing  first  comes  into  use, 
it  often  seems  a  luxury  in  nature  but  with  the  passing  of  time 
these  luxuries  become  necessities.  Thus  the  mind  of  the  world 
is  constantly  changing  and  readjusting  itself  toward  the  things 
of  its  environment.  It  is  the  work  of  the  advertiser  to  study 
these  changes  of  opinion  as  well  as  to  create  opinion,  always 
bearing  in  mind  that  he  is  to  adjust  and  so  to  regulate  and  so  to 
change  his  particular  article,  or  the  public  mind,  or  the  conditions 
of  environment,  or  all  three,  that  in  an  exchange  of  human 
values  money  is  turned  into  the  cash  register  at  a  profit.  What 
constitutes  a  fair  profit  or  why  the  profits  on  different  articles 
should  vary  from  time  to  time,  or  the  extent  to  which  compe- 
tition has  a  right  to  begin  to  co-operate  in  selling  in  order  that 
all  might  be  benefited,  for  instance,  consumer,  seller,  and  com- 
munity,— all  these  are  questions  vital  in  the  life  of  successful 
advertisers.  To  preserve  one's  equilibrium  and  yet  to  change 
in  order  to  meet  new  conditions,  is  the  law  to  be  observed  by 
those  who  recognize  the  necessity  of  self-preservation  in  a  pro- 
gressive or  even  a  declining  economic  realm. 


THE  PEOPLE  19 

That  advertiser  who  is  quick  to  sense  the  tendencies  of  his 
times  and  to  adjust  himself  accordingly  is  he  who  is  to  be  sought 
after  bv  successful  interests. 

The  People. — It  is  conceivable  that  David  llarum,  away 
back  in  tlie  country,  could  invent  a  new  apparatus  for  drawing 
water  from  his  well,  without  considering  it  worth  while  to  others. 
But  the  economic  man  would  immediately  imagine  the  whole 
universe  using  that  newer  method  of  drawing  water.  He  would 
become  more  and  more  possessed  with  the  idea  that  the  world 
ought  to  use  his  method.  After  convincing  himself  that  the 
method  was  superior,  he  would  perhaps  have  the  idea  patented. 
After  due  process  of  time  he  would  begin  manufacturing  the 
apparatus.  With  smiling  countenance  and  hope,  he  steps  forth 
to  sell. 

Presto  !  Alas !  What  is  the  matter  ?  Somehow,  humanity 
does  not  rush  forward  to  call  him  blessed.  It  stands  back.  Some 
admit  that  it  looks  good ;  others  seem  to  doubt  its  efficiency ;  there 
are  still  others  who  scorn  it ;  yes,  there  are  even  those  who  declare 
that  they  would  not  take  it  were  it  given  to  them.  What  is  he 
to  do  ?    To  continue?    Of  course!     Humanity  was  ever  so. 

It  is  related  that  the  first  man  to  create  the  silk  hat  met 
with  great  difficulties.  One  bright  morning  our  hero  appeared 
upon  the  streets  in  his  new  headgear  and  the  populace  of  his  par- 
ticular district  became  shocked  to  find  him  so  regardless  of 
precedent.  The  children  from  the  street  and  the  women  from 
their  work  soon  surrounded  him  and  began  to  pelt  rocks.  A 
general  street  brawl  ensued.  Mangled  and  irritated,  he  w^as  led 
into  court  where  he  was  fined  for  disturbing  the  peace  and  incit- 
ing to  riot.  Xot  a  very  kind  reception  for  an  article  of  attire 
that  has  crowned  civilization's  grandest  fetes! 

Indeed,  the  first  Englishman  who  suggested  laying  gas  pipes 
was  hooted  to  scorn,  ''  The  idea  !  The  idea  !  Think  of  it,  light- 
ing the  city  with  smoke  sent  through  pipes  laid  in  the  streets !  " 
But  the  pipes  have  burned  their  smoke. 

Once  more,  think  of  Fulton  and  his  steamboat.  The  assem- 
bled mob  actually  trembled  with  fear  instead  of  with  joy,  that 
the  laws  of  nature  had  again  been  made  to  co-operate  with  man. 

The  Seller  and  the  Crowd.— That  selling  means  force  is 


20  THE  ADVERTISER,  HIS  ARTICLE  AND  PEOPLE 

generally  admitted.  The  seller  stands  on  one  side  of  an  imag- 
inary line,  the  crowd  on  the  other.  The  seller  is  trying  to  get  the 
crowd  to  give  money  for  his  article,  but  humanity  often  w^ill  not 
buy  with  the  mere  display.  Then  it  is  that  the  advertiser  begins 
to  study  this  mass  of  humanity.  ^Miat  does  he  find?  First, 
that  men,  women,  and  children  are  subject  to  varied  expressions, 
but  their  expression  is  always  according  to  fixed  law.  He 
analyses  closely  enough  and  names  their  ways  of  acting — ^habits 
and  instincts.  Custom,  tradition,  and  precedent  vie  with  other 
qualities  in  an  attempt  to  keep  the  crowd  from  recognizing  his 
proposition.  But  he  also  discovers  that  these  same  people  are 
plastic  by  nature.  The  young  are  more  susceptible  to  influence 
than  the  old.  Constant  repetition  and  reference  to  the  past,  with 
persuasion  and  reason  at  work,  seem  to  affect  the  old.  Appealing 
to  the  fanciful,  the  novel,  the  imique,  and  feeling  in  general, 
as,  love,  grandeur,  reverence,  sublimity,  serenity,  huinor,  pathos 
and  the  beautiful — these  are  means  of  getting  the  youth.  And 
each  class  of  society  can  be  appealed  to  differently.  With  a 
study  of  this  crowd,  behold  billboards,  magazine  advertisements, 
letters,  sti-eet  car  advertisements,  newspaper  advertisements,  show 
windows,  demonstrations,  trade  papers,  electric  signs,  circulars, 
booklets,  posters,  unique  and  novelty  advertising  to  appear !  Soon 
big  business  means  national  and  even  world-wide  advertising, 
and  the  end  is  not  yet. 

Hardly  have  these  forms  been  thrust  among  us,  when  tlie 
student  of  human  nature  appears.  Then  he  points  out  three 
great  mind  principles  at  work  in  order  to  produce  these  changes 
in  the  life  of  humanity.  The  first  is  that  of  suggestion.  Some 
of  the  crowd,  approached  in  the  right  manner,  seem  directly  im- 
pressionable;  but — there  must  be  ^'  the  right.nianner."  If  these 
are  once  persuaded,  behold,  a  second  group  develops  for  con- 
sideration. These  are  they  who  imitate.  Too  timid  to  venture 
where  others  have  not  gone,  they  are  the  first  to  follow  a  leader. 
There  remains,  however,  the  vast  mass  of  humanity  who  will 
slowly  come  to  recognize  this  newer  vogue  and  will  finally  be 
tempted  to  buy.  The  lack  of  money,  conservatism,  self-preserva- 
tion, and  a  multitude  of  forces  are  at  work  to  retard  the  adver- 
tiser's progress,  but  it  is  just  because  of  this  slowness  to  accept 


SUMMARY  2i 

that  the  position  of  advertiser  and  salesman  has  been  created  in 
our  economic  system.  It  is  his  work  ever  to  educate  and  then 
to  get  the  will  of  hmnanity  in  the  act  of  a  purchase,  lie  nuist 
create  the  world  anew  with  his  article,  and  all  the  world  must 
hear  as  well  as  take  heed  unto  his  crv.  The  Avill  of  humanity 
is  to  he  his  will,  as  his  will  is  to  he  the  will  of  humanity. 

Summary. — Thus  in  hegimiing  the  study  of  advertising  the 
student  is  to  become  a  student  of  himself,  a  disciplinarian  of 
himself,  a  man  of  personality  who  has  the  power  to  breathe  the 
life  of  individuality  into  his  article  or  proposition ;  his  article  is 
to  be  a  well-born  article  in  that  it  comes  forth  from  an  environ- 
ment which  it  serves  usefully  and  pleasingly  in  making  the  life 
of  humanity  progressive ;  his  mind  must  ever  be  alert  to  study 
the  whims,  fancies  and  mind  tendencies  of  people  in  order  that 
the  will  of  humanit}^  might  declare,  '^  I  like  your  article  or 
proposition;  you  seem  just;  I  am  willing  to  pay  you  a  fair 
profit." 

Such  an  advertiser  is  a  teacher.  He  is  a  teacher  regarding 
the  things  which  humanity  needs  in  order  to  be  happier  and 
better.  As  invention  permits  of  increased  production,  and  as 
humanity  seeks  more  and  more  to  enjoy  the  blessings  of  intelli- 
gence, competition  shall  give  way  to  co-operation ;  and  injustice 
shall  bow  low  before  the  justice  that  distributes  to  the  needs  of 
all  who  are  worthy  to  take  part  in  the  procession  of  economic 
progress.     Such  is  the  noble  work  of  the  advertiser. 

QUESTIONS 

1.  \Miat  is  the  twofold  characteristic  possessed  by  every  efficient  advertiser? 

Name  some  of  his  chief  qualifications. 

2.  ^Yhere  does  the  threshold  of  demarcation  begin  between  the  advertiser 

and  salesman? 

3.  Xame  the  three  essential  factors  that  determine  the  birth  and  purpose 

of  any  article. 

4.  Discuss  the  importance  of  plasticity  to  the  advertiser. 

5.  State  some  of  the  methods  the  advertiser   should  employ  to  cross  the 

imaginary  Ijoundary  separating  the  buyer  and  the  seller? 

6.  To  what  advantage  may  the  student  of  human  nature  harness  the  three 

great  mind  principles  of  the  power  of  suggestion,  imitation,  and  reason? 

PROBLEMS 

1.  What  principles  in  advertising  and  salesmanship  are  involved  in  the  two 

following  rublic  Ledger  advertisements  (Figs.  1  and  2)  ? 

2.  A  store  has  show  windows  facing  both  on  a  fashionable  street  and  on  a 

commercial  one.     Display  the  same  commodities  to  both  classes. 


22  THE  ADVERTISER,  HIS  ARTICLE  AND  PEOPLE 

3.  Combine  the  three  factors:  utilitarian,  emotional,  and  environmental,  in 

an  advertisement. 

4.  Given — an  article  formerly  possessing  utility,  now  passe.    How  would  you 

dispose  of  the  commodity? 

Get  the  Ledger  Habit 

The  Public  Ledger  daily  and  Sunday 
is  the  same  newspaper.  It  is  written  by 
the  same  writers,  edited  by  the  same 
editors,  printed  on  the  same  presses  with 
the  same  facilities  and  skill  that  make  it 
such  a  great  newspaper  always. 

When  you  read  the  daily  Public 
Ledger  it  becomes  a  vital  part  of  your 
everyday  life.  It  becomes  a  habit  you 
wouldn't  shake  off  if  you  could.  It  in- 
forms  and  amuses  on  terms  that  enable 
you  to  respect  it  and  yourself. 

Reading  the  Public  Ledger  daily  I8 
the  most  satisfying  habit  you  could  form. 
And  for  such  a  small  amount!  Ten 
cents  a  week — first  thing  in  the  morning 
since  1836. 

Fk;.   1. — Which?     Advertising  or  Salesmanship? 

5.  In  a  community  where  two  business  houses  represent  their  product,  one 

according  to  sound  business  principles,  the  other  by  false  standards,  the 
latter  firm  seems  to  enjoy  the  greater  success.  What  kind  of  an  adver- 
tising campaign  would  you  employ  to  present  to  the  people  the  fair 
article's  true  wortli  ?  Illustrate. 
G.  Construct  a  pure  advertising  advertisement  and  contrast  same  with  one 
involving  salesmanship  principles. 

COLLATERAL  READINGS 

Publicity  as  a  Creative  Force  in  Business,  E.  St.  Elmo  Lewis  (Booklet) . 

The  Science  of  Advertising,  Edwin  Balmer. 

Advertising  and  Salesmanship,  Hugh  Chalmers    (Booklet). 

Modern  Advertising,  Calkins  and  Holden,  Chapter  i. 

Ad\t:rtising  French,  Chapter  i. 


SUMMARY 


Does  Advertising 

Minimize  the 

Salesman? 

Deep  down  m  many  a  salesman's  heart  is  an 
antagonism  to  advertismg,  because  he  believes  that 
advertising  would  rob  him  of  his  highest  value.  If 
advertising  sells  the  goods  doesn't  it  reduce  the  sales- 
man to  an  automaton?  Doesn't  it  make  it  possible 
to  use  lower-priced  men?      Quite  the  opposite. 

Without  doubt,  advertising  does  minimize  the  ability 
required  to  sell  a  given  amount  of  goods.  But  that  is 
m  no  sense  its  function.  The  purpose  of  advertising 
IS  to  sell  ten  packages  or  yards  or  pounds  where  one 
was  sold  before. 

Advertising,  therefore,  means  dealing  with  larger 
quantities  and  larger  problems.  It  changes  the  sales- 
man from  a  plodder  to  an  executive.  It  enables  him 
to  sell  his  ability  and  experience  on  a  constantly 
rising  market.  The  highest  priced  salesmen  in  de- 
mand today  are  those  who  can  make  the  most  of 
the  opportunities  created  by  advertising.  The  only 
salesman  who  has  anything  to  fear  from  advertising 
is  the  man  who  cannot  rise  to  these  higher  require- 
ments. 

Again,  successful  advertising  not  only  means  better 
salesmen,  but  more  salesmen.  And  more  salesmen 
mean  more  pace-makers,  more  supervision.  So  we 
find  everywhere  that  the  successful  salesmen  of  the 
concerns  which  began  to  advertise  yesterday  are  the 
branch  managers,  the  territorial  mariagers,  the  general 
sales  managers  of  today. 

For  no  class  of  business  men  has  modern  adver- 
tising a  more  inspiring  message  than  for  the  able  and 
ambitious   salesman.      He  is   advertising's  natural  ally. 


THE  CURTIS  PUBLISHING  COMPANY 

Independence  Square,  Philadelphia 


Fia.   2. —  Which?    Advertising  or  Salesmanship: 


CHAPTER  II 
THE  FUNCTION  OF  SENSE  EXPERIENCE  IN  ADVERTISING 

Sense  Experiences. — It  is  a  beautiful  evening  in  June  away 
up  in  the  Adirondacks.  The  sun  is  just  sinking  with  a  red  that 
betokens  a  fair  day  for  to-morrow.  We  are  seated  on  a  tuft  of 
ground  that  permits  us  to  view  the  quickly  rushing  waters  of  the 
creek  tumbling  smoothly  over  the  man-made  dam.  Sit  with  us 
for  a  few  moments.  What  happens  ?  A  fish  leaps  up,  flashes 
its  silvery  belly  for  a  moment  and  disappears ;  circle  upon  circle 
widens  into  circle,  and  the  w^ater  is  at  rest  again.  The  tree 
opposite  mirrors  itself  in  the  calm  blue  radiance  of  the  water. 
Suddenly  a  cry  breaks  nature's  stillness,  a  cry  of  hysterical 
delight :  the  little  boy,  fishing  farther  up  the  stream,  has  caught 
his  first  fish.  But  the  fish  soon  lies  quietly  upon  the  ground ; 
its  gills  move  more  and  more  slowly ;  at  last  it  is  dead.  A  bird 
is  yonder  hovering  over  its  nest  as  it  sends  forth  its  evening  notes 
of  good-night.  The  fireflies  have  sprung  up  from  the  gTasses  all 
around  seemingly  to  light  our  path  homeward.  Xight  has  begun 
with  night's  noises. 

^^TLat  is  the  significance  of  this  description?  Merely  this, 
that  life  primarily  consists  of  sensations.  The  world  is  sending 
to  my  brain,  each  moment,  a  multitude  of  experiences.  Xow 
one  holds  the  attention,  now  another,  while  at  another  time 
several  are  working  together.  It  is  because  of  sense  experiences 
that  I  think.  Without  sound,  light,  taste,  smell,  and  all  the 
experiences  of  sense  life,  my  mind  could  not^say,  "  What  a  beau- 
tiful night !  "  The  little  boy  could  not  proudly  exclaim,  ^^  My 
first  fish !  "  Life  is  thus  a  process  dependent  upon  sense  experi- 
ence. 

Each  business  is  directly  related  to  some  one  of  our  sense 
experiences.  The  sale  of  food  is  dependent  upon  our  apprecia- 
tion of  the  taste  of  things.  Coal  generates  heat  in  order  to  satisfy 
the  tompcrature  spots  which  dot  our  bodies.  Tee  saves  us  from 
too  much  heat.  Because  of  the  temperature  spots,  heat  and  cold, 
wo  have  the  coal  business,  railroads  to  carry  the  coal,  refrigera- 
24 


TOUCH  25 

tors,  ice,  metal  industries,  and  thus  on  thru  an  endless  circle  of 
human  activity. 

The  advertiser's  work  is  largely  to  create  desire  where 
people's  senses  have  not  yet  been  aroused  to  appreciate  his  par- 
ticular article.  His  mission  is  to  educate  people's  senses  to 
accept,  as  either  necessary  or  pleasurable,  what  has  not  before 
been  an  experience.  Or  even  in  the  case  of  an  abstract  proposi- 
tion; as,  selling  fire-insurance,  it  is  the  wise  advertiser  who 
transforms  calamity  into  a  concrete  picture  containing  specific 
sense  experiences. 

Each  business  is  more  directly  related  to  one  sense  than  to 
another.  The  advertiser  should  see  to  it  that  the  public  is  periodi- 
cally impressed  with  the  quality  of  sense  experience  upon  which 
his  business  is  based.  There  are  always  groups  of  people  who 
have  not  been  initiated  into  the  realm  of  discriminating  taste. 
Yet  when  they  have  once  come  to  realize  the  pleasure  involved, 
the  feeling  of  utility  or  necessity,  the  value  of  your  article  to 
satisfy  completely,  they  become  regular  customers.  Years  ago 
there  was  a  very  good  advertiser  of  olives  who  attached  to  the 
statement,  ''  I  do  not  like  olives,"  the  notion  that  if  one  were 
to  eat  three,  each  time,  that  after  several  attempts  to  cultivate 
a  taste,  behold, — olives  would  become  a  goodly  food.  That  idea 
will  do  more  to  create  a  taste  for  and  eventually  to  sell  olives 
to  a  new  group,  than  any  other.  And  it  is  quite  true  that  innu- 
merable people  have  thus  acquired  a  taste  which  has  become 
as  favorably  pronounced  now  as  it  was  formerly  disappointing. 
Let  us  analyse  the  different  factors  involved  in  our  sense  life 
and  make  direct  application  of  these  principles  to  the  field  of 
advertising.  Let  the  statement,  ''  One  advertisement  is  often 
more  impressive  than  another,  because  of  a  stronger  appeal  to 
our  senses,"  be  the  basis  of  the  discussion. 

Touch. — From  an  evolutionary  point  of  view,  touch  is  prob- 
ably the  first  distinctly  differentiated  sensation.  Objects  are 
moi-e  important  to  us  when  in  direct  contact.  The  force  of 
pressure,  softness  or  hardness,  roughness  or  smoothness,  are  the 
fundamental  experiences.  But  touch,  as  in  the  case  of  the  other 
senses,  is  often  reinforced  by  combining  it  with  the  others. 


26 


SENSE  EXPERIENCE  IN  ADVERTISING 


Advertisement  Fig.  3,  with  Buster  Brown  pulling  his  stock- 
ing away  from  Tige,  illustrates  our  appreciation  of  durability' 

'^  Certainly  those  stockings 
wear/'  is  our  thought. 
The  statement,  "  They're 
made  to  stand  the  wear 
and  tear  of  strenuous 
play/'  is  reinforced  by 
Buster's  efforts. 

Figs.  4,  5  and  6  are 
worthy  of  comparison  as 
illustrations  attempting  to 
convince  us  that  each  face 
powder  is  excellent.  Fig. 
-i  emphasizes  complexion 
powder  and  presents  a  type 
of  girl  healthy  in  apjDcar- 
ance,  so  much  so,  that  we 
begin  to  wonder  why  she 
needs  powder  at  all.  Fig. 
5  shows  the  puff  actually 
used  in  placing  the  powder, 
and  the  girl  seems  happy 
enough  in  its  use.  We  feel 
sure  that  she  is  pleased. 
In  passing  judgment  upon 
her  as  a  girl,  however,  we 
would  be  likely  to  say.  Fig. 
4  is  decidedly  more  pleas- 
ing. Fig.  6  is  in  decided 
contrast  to  the  others.  It 
neither  impresses  us  with 
the  powder,  nor  is  the  girl 


^~  TraJf  Mark  R«gistere<i        f/o  -  /r.  -  //- 

!    The   Boy 

and  Dog— pulling  at 
the  stocking. 

Who  are  they  ? 

They   are    Buster 
Brown  and  Tige. 

Can  they  tear  the 
stocking? 

Not  Much- 
it  is  Buster  Brown's 
own  stocking — 

made  from  the  cotton 
that  grew  away  down 
South — under  the  shadow 
of  the  Stars  and  Stripes. 

A  dollars  worth  of  wear 
in  every  single  pair. 

25c  a  F»aip 


Fig.  3. — This  advertisemont  emphasizes 

ing  qualities  thru  the  sense  of  touch 


le  wear- 


particularly  tliouglitful  of 
it  herself.  It  is  a  neutral  impression  which  we  receive.  Could 
the  touch  of  Fig.  5  be  combined  with  the  type  of  beauty  found 
in  Fig.  4j  we  should  have  told  a  story  of  pleasant  touch,  a  pleased 


TASTE 


27 


Complesddr 


M 


and  attractive  girl,  and  possibly  created  a  desire  to  learn  more 
about  the  powder. 

Taste. — Good  things  to  eat  are  always  suggestive  of  pleas- 
ure. Our  food  companies  have  been  quick  to  create  standards 
of  eating  such  that  the  use  of 
their  particular  goods  stamps 
the  user  as  a  discriminating  ^_  _  -^ 
individual.  Because  of  our  de-  ^^  M  9 
sire  for  purer  food,  bulk  goods 
have  given  place  to  those  sani-  j  ^^^TT^ 
tarily  packed  in  boxes  and  put 
up  in  Cans.  In  fact  the  sugges- 
tion of  a  nicely  done  up  article 
of  food  is  enough  to  giiarantee 
its  taste  to  many.  But  taste, 
for  its  complete  expression,  asso- 
ciates itself  readily  with  the 
other  senses.  Smell  is  aroused 
as    indicated    in    the    steaming  Fig.  4. 


■f 


y         The  Greatest  Beautifier  of  Them  All 

A  luxurious,    everyday  toilet  necessity 
of   the  choicest    materials,    its   purity, 
extreme    fineness      and    velvety    softness 
make  Pozzoni's  especially  desirable  and 
refreshing  to  the  most  sensitive  skin — 
beautifying  without     a     "powdered       /2»'.i55^:, 
appearance.     The    complexion    pow-  Its- 

der  that  really   clings— r/ie  only  one         

put    up  in   a    wooden    box.  retaining   I \>^.. •,-.-. 
all    its    delicate  perfume   until  used. 

Five  colors:  flesh,  special  pink,  cream,    u^.^^ 
while,  brunette.  \^-: 

50c  — Everywhere  — 50c         _     %lkMKSi!^ 


S^fS^Sfi 


FOUR  SEASONS- ONE  UBLACHE 

There  are  four  seasons,  each  vying  with  the  other 
to  harm  Nature's  greatest  legacy  — a  fair  complex- 
ion. There  is  but  one  LABLACHE.  It  positively 
keeps  the  fairest  skih  like  that  of  a  babe.  An  invisible, 
exquisite  toilet  necessity  that 
lasts  longest  because  it 
so  wonderfully  adherent. 

Re/use  substithtes 
They  may  be  dangerous. 
Flesh.  White,  Pintc.  or 
Gream,  50  cents  a  box., 
of  druggists  or  by  mail. 
Send  10  cents  for  a 
sample  box. 

BEN.  LEVY  CO., 

French  Perfumers,- 

Dept.  A,  125  Kingston  St. 

BOSTON,  MASS. 


WHEN  ROSES  BLOOM 

VV'hen   Nature  is  glorious   with    the    first    blush 
il  of  summer—then  is   the  charm  of  beaut)'  most 
appreciated. V LABLACHE  imparts 
that  touch  of  delicacy  and  re- 
finement to  the  complexion 
which  assists  Nature  in  re- 
taining the  bloomof  youth 

Refuse  Substitutes 
Theymay  bedangerou; 
Flesh,   White.   Pink    or 
Cream.SOc.  a  box  of  drug- 
gists or  by  rnail.      Sfnd 
10  cents  for  a  sample  box. 
BEN.  LEVY  CO.. 
French  Perfumers 
Dept  W    125  Kintrston  Street 

'boston,  mass 


Fig.  5. 


Fig.  6. 


Figs.  4,  5,  and  6. — These  advertisements  illustrate  different  appeals  to  sell  powder.     An 
improved  sense  appeal  is  suggested. 


28  SENSE  EXPERIENCE  IN  ADVERTISING 

coffee-cup;  smoothness  is  suggested  as  indicated  in  the  quiver- 
ing and  transhicent  gelatine;  satisfaction,  as  found  in  facial 
expression ;  tasty  food  for  tasty  people  as  suggested  by  the  table 
linen,  dishes  or  silverware ; — all  these  are  the  methods  of  arous- 
ing us  to  a  greater  appreciation  of  the  taste  of  things.  Actually 
to  tell  how  a  peach  tastes  is  impossible ;  but  to  make  it  a  golden- 
yellow  color  in  contrast  with  its  bits  of  dark  red  in  a  cut-glass 
dish  with  rich  cream  at  hand,  is  quite  enough  to  suggest  pleasure 
in  eating. 

Fig.  7  unites  touch,  .color-contrast,  our  appreciation  of 
beauty,  a  feeling  of  skill,  and  a  regard  for  the  conventionalities 
of  the  day.  Imagine  the  simple  effect  created  by  the  appearance 
of  the  grape  juice  alone.  Think  of  the  improvement  when  it  is 
held  by  graceful  hands.  How  much  more  suggestive  it  is  of 
taste  and  quality  by  the  above  complex  combination. 

Smell. — The  sense  of  smell  as  related  to  odor  is  likewise  often 
accomplished  by  suggestion.  When  we  experience  the  odor  of  a 
rose,  the  nostrils  are  drawn  in,  the  head  is  inclined  to  be  lifted  and 
the  facial  expression  changes  to  that  of  pleasure.  Soap  may  be 
made  desirable  to  satisfy  sense  experience  in  so  far  as  it  indicates 
odor,  unless  some  other  quality,  as,  the  "  Purity  of  Ivory  Soap/' 
is  emphasized.  Fig.  8  is  similar  to  many  advertisements  gotten 
out  by  the  Jergens  Company.  Their  advertisements  always  seem 
to  appeal  strongly  and  pleasantly  to  our  appreciation  of  a  per- 
fumed soap.  Life  Buoy  Soap  is  liked  by  many  because  of  its 
carbolic  acid  odor;  it  is  declared  by  a  few  that  this  suggestion 
alone  recommends  it  as  a  cleanly  soap  and  worthy  of  trial. 

It  is  true  that  people  differ  with  regard  to  what  is  a  pleasant 
odor,  but  this  is  often  a  question  of  education  and  the  advertiser 
in  calling  up  pictures  of  odor  must  adapt  himself  to  the  class 
with  which  he  is  to  deal.  He  must  bear  in  mind  that  to  develop 
a  liking  fol*  odor  is  one  thing  to  accomplish ;  to  satisfy  a  liking, 
that  is  already  acquired,  is  another. 

There  is  in  Antwerp  a  large  perfume  shop  located  at  a  junc- 
tion of  two  streets  which,  uniting,  form  a  single  broad  street. 
On  either  side  of  the  shop's  second  story  are  immense  gilded 
urns.    Upon  fete  days,  when  the  masses  are  thronging  the  streets. 


Mi 


Welch's  on  grape  fruit 

— adds  to  the  deliciousness  of  the  grape  fruit 
— gives  you  something  "different"  at  breakfast 
— makes  a  snappy  appetizer  before  luncheon 
— or  a  pleasing  dessert  for  dinner. 

Nature's  best  is  AT  its  best  in 

Welch's 

'Z'^e    ^rational    Z>rf«>€" 

Welch's  is  absolutely  pure — it  is  nothing  but  the  purest  juice 
of  choicest  selected  Concords,  pressed  when  fresh  from  the  vines. 

The  juice  is  sterilized  and  hermetically  sealed  in  glass  at  once. 
The  exact,  sanitary  Welch  method  secures  and  retains  every 
bit  of  the  fresh-fruity  tart-sweetness  and  healthfulness  that 
Nature  puts  in  the  grape. 

Use  Welch's  in  making  desserts,  ices,  punches,  etc. 

Do  more  than  ^ask  for  ^^  Grape  Juice** — 
say  Welch '  j — and  get  it! 


r^ 


If  unable  to  get  Welch's  of  your  dealer,  we  will  ship  a  trial 
dozen  pints  for  ^3,  express  prepaid,  east  of  Omaha.     Sample 
"Junior"  four-ounce  bottle,  by  mail,  ten  cents. 


The  Welch 
Grape  Juice     ^ 
Company 

\ 


W^^  t 


Westfield, 
New  York 


^'Mte,--^- 


Fig.  7,— The  various  factors  herein  associated  -w-ith  "Grape  Juice"  tend  to  einpl!:  ~i/'    its 

taste  quality. 


30 


SENSE  EXPERIENCE  IN  ADVERTISING 


a  most  pleasing  cdor  of  burning  incense  whiffs  itself  within  scent 
of  the  crowd.  A  search  instinctively  begins.  There,  issuing  from 
the  urns  of  the  perfume  shop  are  streams  of  wind-driven  smoke ; 
the  crowd  is  curious  and  stops ;  yes,  the  odor  comes  from  the  urns. 
A  good  advertisement,  unique  in  character,  yet  one  which  tells 
the  story  of  perfumes. 

Sound. — Those  who  sell  musical  instruments  or  telephone 
systems,  those  w^ho  cry  out  their  wares — these  are  all  dependent 
upon  the  sense  of  hearing  to  transact  business.  In  selling  a  talk- 
ing machine  the  salesman  is  exceedingly  careful  to  cater  to  the 

hearing  notions  .  of 
his  prospective  cus- 
tomer. If  one  needle 
seems  too  loud  a 
softer  one  is  immedi- 
ately adjusted,  with 
an  apology  for  using 
the  wrong  needle. 
P  r  i  m  aril  y,  it  is 
'"  sound  "  that  the 
salesman  is  selling. 
So  in  w^'itten  music 
advertisements  those 
which  emphasize  tone 
and  arouse  our  ap- 
preciation of  music  are  most  impressive.  Professor  Walter 
Dill  Scott  has  shown  how  the  piano  business  has  for  years 
neglected  to  emphasize  tone  qualities  by  means  of  suggestion. 
The  picture  of  a  piano  was  all  that  seemed  necessary.  Of 
course  a  piano  in  a  tastily  decorated  home  is  attractive;  but 
a  feeling  of  music  should  pervade  its  atmosphere.  Both 
the  Victor  and  Columbia  people  have  succeeded  admirably 
in  bringing  to  the  masses  a  feeling  of  the  power  of  grand 
opera  music  by  means  of  the  various  stage  effects  which  sur- 
round the  great  singers.  There  is  a  constant  suggestion  of 
the  charm  of  music ;  even  the  musical  notes  which  have  sung  the 
phrase  of  a  motif  have  added  to  the  advertiser's  persuasiveness. 


Smell  the  real 
violet  fragrance 

which  we  have  caught    |0 
in  this  crystal  clear  soap,    f » 

Jergens 

Violet  Glycerine 

Soap  ^^^ 

^The  moment  you  do 
^ you  will  want  it.  Send 
2c  stamp  for  sample 
cake.today.  Address  The  Andrew 
Jergens  Co.,  Dept.  503,  Springy 
Grove  Ave.,  Gincinnatl, 
Ohio. 


Fig. 


-This  pose  suggests  odor. 


TEMPERATURE  SENSATIONS  31 

The  Victor's  trade-mark  with  the 
slogan  ^^  His  ^^laster's  Voice "  has  a 
combination  of  qualities  based  on  tone 
suggestion  that  cannot  be  excelled.  See 
Fig.  9.  Figs.  10  and  11  show  two  differ- 
ent points  of  view  in  handling  the  tone 
quality  of  a  piano.  Fig.  10  sets  the  mind 
comparing    the     Iladdorff     piano     with 

others.      It  makes  a  claim  in  the  state-  Fig.  9.— Hi.^  very  attitude  sug- 
gests tone, 
ment,    ^^  The    Only    100%    Eich    Toned 

Piano/'  that  is  difficult  to  believe.  The  old  gentleman  is  quite 
convincing,  however,  for  there  is  an  instructive  tendency  to 
hearken  when  experience  and  character  are  associated  with  old 
age.  Yet  how  much  more  pleasing  is  Fig.  11  with  its  statement, 
"  200  Years'  Search  For  This  Tone."  Other  pianos  are  not 
weakened  in  our  respect,  while  the  Haddorff  tone  quality 
is  decidedly  strengthened.  The  illustration,  Fig.  11,  is  also 
suggestive  of  the  evolution  of  this  tone,  and  w^e  would  gladly 
hearken  to  it.  In  Fig.  10  the  reader  begins  to  calculate  mathe- 
matically. In  Fig.  11  he  is  not  only  delighted  with  the  sugges- 
tion of  a  tone  that  has  demanded  so  long  a  study,  but  he  becomes 
interested  immediately  in  the  Haddorff 's  rich  and  brilliant  tones. 

Temperature  Sensations. — Just  as  we  possess  organs  of  sound 
by  means  of  which  we  become  aware  of  noises  in  the  universe, 
so  we  have  scattered  over  the  body  certain  small  areas  known  as 
temperature  spots.  Some  of  these  respond  to  heat,  while  others 
respond  to  cold  sensations.  If  a  business  is  related  to  our  appreci- 
ation of  hot  and  cold  elements,  we  should  so  present  these  sensa- 
tions as  to  force  attention  to  their  practical  application. 

Fig.  12  suggests  summer  as  well  as  winter.  The  white-clad 
peaks  recall  all  the  snowy  mountain^  of  our  experience.  It  is 
easy  to  associate  the  work  of  the  White  Mountain  Freezer  with 
ice  cream.  The  icy  atmosphere  can  not  fail  to  impress  one  with 
the  idea  that  the  freezer  freezes,  and  that  the  freezer  does  the 
work  satisfactorily.  Xotice  how  summer  and  winter  are  advan- 
tageously contrasted  to  emphasize  the  work  of  the  freezer. 

Sight.— Sight  is  undoubtedly   the  most   important   of  the 


he  Only  100% 
tich  Toned  Piano 


TERE  is  a  piano  which,  in  just  one  very 
"""1  important  particular,  stands  at  the  head 
■  "*•  of  all  pianos.  It  is  the  one  piano  that 
oes  not  have  its  brilliant  notes  weakened  in 
ichness  in  order  to  make  them  even  in  power 
ith  a  number  of  weaker  notes.  For  there  are 
o  weak  notes  in  this  piano.  Everyone  is  100% 
ill,  rich  and  satisfactory. 

HADDORFF 

The  Piano  with  the  " Homo" -Vibrating 
Sounding  Board 

The  Haddorff  specially  constructed  sounding 
Dard  absolutely  assures  each  note  the  utmost 
rilliancy.  The  result  is  that  the  Haddorff  tone 
-the  "Homo"-tone  (from  the  Greek,  meaning 
of  like,  full  tone  throughout")— has  a  wonder- 
il  quality  which  you  must  not  miss  hearing. 
The  Haddorff  tone  is  recognized  as  also  being 
Dtably  pure,  sweet  and  of  great  sustaining 
Dwer.  The  materials,  workmanship,  scale, 
;tion,  veneers  and  case  designs  are  of  the  high- 
it  quality  known.  The  "Homo"-tone  quality 
present  in  all  the  Haddorff s — uprights,  grands 
id  player  pianos — and  we  strongly  advise  your 
oking  into  its  merits  for  whatever  style  you 
•e  interested  in. 

Write  for  Free  Booklet  of  the  Haddorff 
Piano  and  Its  Wonderfully  Rich  Tone 
You  will  surely  want  to  know  more  about  this 
ipreme  tone  quality.  It  is  all  explained  very 
early  in  our  tasteful  booklet.  Send  this  coupon 
id  become  informed  on  one  big  point  about 
lanos. 

Fig.  10. — This  adverti?ement  emphasizes  the  Had- 
rff  piano  in  competition  with  others.  Tone  is  merely 
ggested 


T— TERK  at  last,  after  piano  mal 
nave  been  seeking  for  it  for  2, 
years,  is  tke  f)iano  tkat  Joes  not  kav« 
brilliant  notes  weakenea  to  get  evenn 
In  tKis  f)iano  every  note  is  100  9^  i 
ana  brilliant ;  ana  the  resulting  tone  — 
"Homo  "-tone — will  yield  some  of 
most  charming  music  you  nave  ever  ne£ 

HADDORFi 

The  Piano  with  the  " Homo" -Vibrating 
Sounding  Board 

No  sounding  toarJ  except  tKat  or  tne  H/ 
DORF r  assures  every  note  alike  tne  fullest 
ricnness.  We  want  you  to  realize  tlie  rtart 
nature  or  our  statement,  ana  to  become  mor< 
lormea  about  tKis  most  remarkable  sounding  bo 

In  scale,  materials,  -workmansnif)  and  case 
signs  tke  HADDORFF  will  rickly  satisfy ; 

Free  Booh  on  the  ''Homo   -ton 

Don  t  neglect  to  learn  about  one  or  the  great  f) 
tones  of  the  world.  Send  Coupon  for  bool 
"Homo  -tone.  You  11  be  glad  to  secure  tnii 
formation,  for  it  -will  improve  your  judgmen 
pianos.      Mail  coupon  now. 

Fig.  11. — Appeals  to  our  common  sense  or  efl[ 
based  upon  a  pure  tone. 


EMOTIONAL  FACTORS 


B3 


senses.  IJy  lueans  of  sii;lit  wo  experience  lii;lit  and  sliadow, 
beauty  and  ugliness,  form  and  color,  height  and  weight.  All  the 
senses  inter-relate  themselves  in  order  to  form  a  pleasing  pano- 
rama for  the  e}'e.  Whatever  conforms  to  the  sense  of  sight  in- 
tensely enough  to  impress  us,  is  most  important  to  the  advertiser ; 
for  he  must  depend  upon  what  the  eye  can  comprehend  in  order 
to  get  his  advertising  message  to  the  outside  world.  Conse- 
quently, much  of  this  book  is  directly  related  to  what  the  eye 
comprehends,  in  co-operation  with  all  of  our  senses,  in  order  to 
educate  people  into  an  appreciation  of  whatever  goods  we  have 
to  sell. 

In  analysing  sense  life  in  connection  with  advertising,  em- 


The  Freezer  That  Lasts  a  Lifetime 

lie  enduring  quality,  ease  of  operation  and  quickness  in  freezing  of  the 
Triple  Motion 

WHITE  MOUNTAIN 

f  Ice  Cream  Freezer 

make  ice  atam  making  comparatively  easy.     The  surest  way  to  have  purt  ice 
ream  is  to  make  it  in  a  White  Mountain  Freezer.    Sold  by  dealers  everywhere. 
Write  for  free  booklet," Frozen  Dairxties.' 
The  White  Mountain  Freezer  Co..  Dept.        -,  Nashua.  N.  H. 


Fig.  12. — Intensity  and  durability  are  here  directly  related  to  the  freezei*. 

phasis  has  been  laid  on  the  necessity  of  appealing  to  the  elements 
within  the  single  sense  upon  which  a  particnlar  bnsiness  is  to  be 
based.  Moreover,  other  senses  are  to  be  nsed  only  as  they  tend 
to  reinforce  the  particular  sense  quality. 

Emotional  Factors. — But  we  must  immediately  recognize 
that  all  advertising  is  not  to  be  reduced  to  a  single  sense  experi- 
ence. Other  factors  are  at  work.  Moods  or  feelings  are  being 
experienced.  Humor,  pathos,  happiness,  and  even  reason  are 
among  the  suggestions  contained  in  advertisements.  And  so  it 
becomes  necessary  to  regard  advertising  in  this  other  sphere 
of  expression. 

After  we  have  had  many  simple  experiences,  our  imagination 
begins  to  relate  these  and  to  combine  them  until  our  minds  have 


34  SENSE  EXPERIENCE  IN  ADVERTISING 

created  a  realm  wliich  enjoys  combinations  of  ideas  not  found  in 
the  actual  world.  Thus  the  advertiser  begins  to  create  pictures 
and  to  arouse  feeling,  mingled  with  curiosity,  in  the  presentation 
of  his  advertisements.  He  begins  to  create  a  new  realm.  But 
the  advertiser  is  not  merely  to  amuse  or  to  entertain  people ;  nor 
is  he  to  reflect  back  their  simple  experiences.  He  is  to  inject 
into  his  advertising  picture,  be  it  written  or  illustrated,  an  idea 
of  desire  on  the  part  of  the  reader.  Constantly  advertising, 
constantly  analysing  effects,  constantly  experimenting  with  the 
multitudes  who  read  these  advertisements,  is  to  result  in  such 
judgments  regarding  his  work  as  to  enable  the  advertiser  to  get 
the  will  of  these  same  people.  Getting  their  will  means  getting 
them  to  purchase. 

It  is  given  to  literary  men  to  create  literature.  It  is  the 
work  of  the  advertiser,  not  to  create  a  literarv"  atmosphere  in  con- 
nection with  his  article  or  proposition,  but  to  educate  people, 
often  by  means  of  literary  principles,  into  an  appreciation  of  the 
sense  quality  of  the  goods  which  he  is  attempting  to  sell.  Force 
which  incites  one  into  action  is  the  quality  to  be  set  going  in  the 
process  of  reading  the  advertisements  of  any  campaign. 

Where  to  Study  the  Crowd. — The  careful  advertiser  is  he 
who  studies  these  human  charactei^stics  in  their  various  settings. 
Wherever  crowds  gather — in  theatre,  street,  fair,  or  circus — he 
should  seize  with  delight  upon  the  expressions  of  approval,  dis- 
approval, or  silence  as  indicative  of  the  receptiveness  of  the  class 
being  studied.  Attend  the  most  ordinary  theatre  and  observe 
how  necessary  is  a  direct  appeal  to  the  lower  senses,  as  compared 
with  the  appeal  to  the  higher  feelings,  found  in  the  legitimate 
drama. 

Attend  the  fairs  of  small  places  and  observe  how  the  day 
starts  w4th  decorum  by  all,  only  to  end  in  a  mob  spirit  that  revels 
in  storms  of  confetti,  shreds  of  colored  ribbon  paper,  horns,  and 
cries  of  hysterical  laughter.  Then  get  acquainted  with  the  quiet 
and  sedate  in  life,  the  religious  and  the  sorrowful.  Fill  your 
own  life  with  the  sorrows,  hopes,  ambitions,  and  struggles  of 
mankind.  Learn  to  reason  and  balance  the  forces  of  life  that  are 
sweeping  the  world  thru  experiences, — then  act.     But  put  this 


THE  MIND  AND  ITS  LAWS  35 

knowledge  on  a  commercial  basis,  if  you  are  an  advertiser.     Tliis 
knowledge  is  to  sell  your  goods. 

The  Mind  and  Its  Laws. — The  mind  having  had  reported 
a  multitude  of  sense  experiences  begins  to  systematize  and  to 
arrange  these  for  future  use.  It  is  for  the  mind  that  the  world 
is  impressing  us.  But  first  of  all  the  mind  demands  one  thing 
of  the  world,  namely,  that  its  impressions  be  intense  enough. 
Many  of  the  ordinary  street  car  advertisements  illustrate  fail- 
ures on  the  part  of  advertisers  to  regard  this  demand  of  the  mind. 
Certain  cards  need  a  somewhat  stronger  tone  of  color,  others  are 
poorly  arranged  in  type  form,  or  the  illustration  is  so  ordinary 
as  to  be  unnoticed.  Such  combinations  or  contrasts  should  be 
effected  as  impress  us  with  sense  consciousness ;  the  more  pleasing 
the  effect,  the  better  the  advertisement.  To  satisfy  this  demand 
for  a  positive  sense  impression,  that  advertisement  has  succeeded 
best  which  continues  itself  in  consciousness  until  a  feeling  of 
individuality  has  been  aroused.  Should  each  street  car  adver- 
tisement be  individui  listic  in  nature,  and  properly  placed,  the 
reader  would  be  led  to  scan  each  card  within  the  eye's  glance. 
Thus  the  first  mind-law  to  be  regarded  in  judging  the  merits 
of  any  advertisement  states :  Each  advertisement  should  consist 
of  an  intensity  strong  enough  to  force  itself  into  the  consciousness. 

When  once  a  given  street  car  advertisement  has  forced  itself 
into  our  attention,  the  mind  begins  to  act  upon  it.  Perhaps,  for 
the  moment  interest  or  even  pleasure  is  experienced,  when  sud- 
denly, the  mind  finds  itself  absorbing  with  equal  interest  the  next 
placed  advertisement.  Thus  we  find  advertisements  vying  with 
each  other  for  attention,  and  our  second  law  of  the  mind  states : 
One  sensation  tends  to  modify  another  when  each  has  an  equal 
chance  of  forcing  itself  into  consciousness.  One  advertisement 
tends  to  modify  the  effect  of  the  other,  however,  only  in  so  far 
a3  each  is  excellent  and  individual  in  nature.  When  this  is  true 
there  will  be  a  tendency  on  the  part  of  the  mind  to  read  each 
one  thoroughly  before  passing  to  another. 

Again,  in  looking  at  street  car  advertisements,  certain  ones 
placed  next  to  each  other  begin  to  associate  themselves  unpleas- 
antly in  the  mind.     Dirty  saucepans  do  not  associate  well  with 


36  SENSE  EXPERIENCE  IN  ADVERTISING 

Campbell's  Soups.  People  prefer  pleasant  thoughts  to  unpleas- 
ant ones,  and  if  the  tendenc}^  thru  thought  experiences  is  such  as 
to  take  one's  mind  thus  subtly  away  from  the  real  thought  of 
the  Campbell's  advertisements,  the  purpose  of  the  advertisement 
has  failed.  Thus  the  third  mind-law  might  be  stated:  The 
arrangement  of  two  or  more  advertisements  is  often  such  as  to 
associate  themselves  unfavorably  in  consciousness. 

Another  mind  tendency  in  connection  with  advertisements 
relates  itself  to  that  which  is  new  to  experience  as  compared  with 
that  which  is  old.  For  instance,  the  mind  regards  curiously  and 
interestedly  that  which  is  new  in  experience.  The  old  presented 
in  a  new  form  arouses  interest,  and  the  interest  is  likely  to  be  sus- 
tained until  I  have  completely  associated  it  with  the  past.  In 
this  manner  the  new  is  re-enforced  by  the  past.  When  there  is 
no  past  to  which  the  mind  can  associate  its  new  experience,  the 
novelty  of  the  new  effect  takes  precedence  over  the  real  thought. 
Curiosity,  wonder,  or  distrust  will  associate  itself,  often  resulting 
in  an  unfavorable,  rather  than  a  favorable  judgment.  It  is  con- 
stant repetition  which  will  finally  win  the  mind  to  a  speaking 
acquaintance. 

The  Sought-for  Advertisement. — Up  to  this  point  we  have 
been  talking  of  the  mind  being  acted  upon  by  outside  advertise- 
ments. There  is  a  state  of  mind  which  actually  searches  for 
advertisements.  Many  a  woman  has  eagerly  searched  the  news- 
paper for  a  particular  department  store  advertisement.  When 
we  go  to  the  classified  advertisements  of  a  journal,  our  o^vn  pre- 
vious interest  is  determining  what  we  shall  or  shall  not  perceive. 
But  even  here  the  necessity  of  good  form,  of  strong  sense  appeal, 
and  of  thought  must  be  heeded,  for  there  are  always  advertise- 
ments, alike  in  nature,  vying  each  with  the  other. 

Wherever  advertisements  are  placed  in  competition  with  each 
other  for  attention,  each  advertiser  has  a  right  to  insist  that  his 
advertisement  be  granted  such  position  as  will  give  it  gi-eatest 
force.  When  this  is  done,  however,  the  weaker  advertisement 
loses  in  prestige.  The  fault  often  lies  in  the  make-up  of  the 
advertisement  by  a  weak  advertiser.  As  suggested  before,  until 
^ach  advertisement  is  individualistic  in  nature,  and  is  made  to 


SUMMARY  37 

liarmoiiize  with  the  hiws  of  the  mind,  the  weaker  advertiser  has 
no  right  to  condemn  the  success  of  those  advertisements  which 
respect  tlie  details  of  these  laws. 

Summary.— An  observance  of  an  intense  enough  sensation; 
the  fact  that  one  sensation  tends  to  modify  another,  and,  hence 
one  advertisement  is  modified  hv  those  alxnit  it;  the  tendencv 
of  the  mind  to  associate  itself  pleasantly  or  unpleasantly  with  the 
objects  of  stimulation;  the  tendency  for  the  present  object  of 

stimulation  to  be  modified  by  the  thought  life  of  the  reader: 

these  are  the  mind  laws  which  govern  the  placing  of  advertise- 
ments in  relation  to  each  other  as  well  as  the  text  matter  which 
each  individually  contains. 

QUESTIOXS 

1.  What  do  you  suggest  was  the  purpose  of  tlie  descriptive  paragranli  at  the 

beginning  of  the  chapter? 

2.  Are  sense  impressions  necessary  to  thought?     Explain. 

3.  Summarize    the    fundamental    mind-laws    that    every    advertiser    must 

remember. 

4.  Can  the  present  object  of  stimulation  be  modified  bv  past  experience' 

If  so,  how  would  you  utilize  this  modification?     How  does  the  factor 
of  age  enter? 

5.  What  is  the  difference  between  sensation  and  feeling?     Discuss  individ- 

uality and  intensity  in  advertising. 

6.  Should  sensation  value  disregard  classes?     How  may  advertisers  aid  in 

creating  a  distinctive  class?     Can  taste  be  cultivated  bv  appealin''  to 
the  senses?  ^      n  o 

7.  What  advertising  factors  does  the  good  actor  possess? 

PROBLEMS 

1.  Yours  is  one  of  several  advertisements  vying  for  attention.     Sensations 

tend  to  modify  one  another.     How  can  you  reconstruct  your  copy  to 
make  unity  aid  you  in  this  competition  for  attention? 

2.  Locate  an  advertisement  in  which  three  or  more  senses  are  employed. 

3.  As  it  is  the  advertiser's  business  to  create  desire  thru  sense  impressions, 

draw  an  advertisement  illustrating  same. 

4.  Create  a  new  advertising  realm  by  combining  simple  experience  ima«Mna- 

tively,  ^  '"' 

5.  Find  a  series  of  individualistic  advertisements. 

6.  Is  it  Ijetter  to  appeal  thru  a  single  sense  or  a  blending  of  several?     Pre- 

sent one  that  conforms  to  your  opinion. 

7.  Present  six  illustrations  showing  the  appeal  of  each  of  the  senses. 

8.  Does   it   pay   to  double  your   name   space   in   a   directory   or   telephone 

book?     Discuss.    . 

COLLATERAL  READINGS 
Briefer  Course  in  Psychology,  Wm.  James,  Chapter  ii:   "Sensations  in 

General." 
Advertising  and   Selling,   Hollingworth,    Chapter   ii:    "  Xervous   Basis 
of  Mental  Process." 


CHAPTER  III 

INSTINCTS 

Significance  of  Instinctive  Appeal. — When  we  come  to 
analyse  humanity  en  masse  we  find  that  there  are  certain  situa- 
tions where  each  one  tends  to  act  in  the  same  manner.  For  in- 
stance, if  a  steamer  is  sinking  in  mid  ocean,  without  time  having 
been  given  for  deliberate  action,  it  takes  a  powerful  mind  of 
reason  to  subdue  the  excited  people.  In  their  scramble 
for  safety,  each  disregarding  the  other,  instinct  is  work- 
ing ;  and,  in  times  of  great  calamity,  people  almost  unconsciously 
tend  to  save  themselves  regardless  of  others.  In  fact,  under 
great  pressure,  people  have  been  known  to  save  themselves  with- 
out ever  having  been  conscious  of  what  they  were  doing.  An 
instinct  is  an  hereditary  capacity  for  a  co-ordinated  complex  of 
reflexes.  The  tendency  on  the  part  of  humanity  to  respond  in 
the  same  manner,  under  similar  circumstances,  whenever  a 
stimulus  is  presented,  is  regarded  as  instinctive.  Advertisers 
have  grown  to  appreciate  the  significance  of  instinct  in  the  writ- 
ing of  their  advertising  copy.  If  humanity  possesses  certain 
instincts  in  common,  with  a  tendency  to  respond  provided 
the  proper  stimulus  is  presented,  then  nature  herself  has  already 
created  a  condition  where  great  waste  can  be  eliminated.  In 
other  words,  I  do  not  need  to  teach  the  child  to  play  in  order  to 
sell  my  toys,  for  the  child  has  already  been  given  a  feeling  of 
delight  in  play,  and  he  reaches  forth  to  grasp  the  red  rubber 
ball.  Instinct  thus  implies  a  complexity  of  relation.  AMien  the 
child  reaches  for  his  ball,  it  is  not  merely  to  experience  the  sense 
of  touch,  but  also  to  contemplate  the  ball  in  terms  of  its  form  and 
in  the  enjoyment  of  its  various  movements.  Hence,  upon  the 
theory  of  instinct  we  find  progressive  firms  like  Marshall  Field, 
of  Chicago,  classifying  their  toys  and  playthings  as  nature  would 
classify  them  for  children.  We  have  six  natural  periods  in  the 
development  of  the  child:  first,  the  chief  interests  of  the  baby 
from  birth  to  l^/o  years;  second,  the  instinctive  tendencies  of 
later  infancy  from  1%  to  4  years ;  third,  the  kindergaiten  age 
38. 


SIGNIFICANCE  OF  INSTINCTIVE  APPEAL  39 

from  4  to  T ;  fourth,  the  individualistic  age  from  7  to  10 ;  fifth, 
the  age  of  cliques,  clubs,  etc.,  from  10  to  13 ;  sixth,  the  age  of 
hero  worship  from  13  to  15.  Each  group  is  found  to  have  play 
characteristics  peculiar  to  itself  and,  because  nature  has  thus 
endowed  us  with  instincts,  it  is  possible  that  toys  and  playthings 
be  especially  fitted  for  the  different  periods  of  each  group. 

Again,  from  time  to  time  throughout  our  lives,  nature  changes 
our  appreciation  for  instincts.  For  instance,  the  boy  and  girl 
have  common  interests  from  the  years  1  to  12.  From  12  to  16  our 
boys  and  girls  become  self-conscious,  and  each  is  inclined  to  form 
cliques  and  clubs,  and,  at  the  same  time,  be  hero  worshippers. 
From  IG  to  20,  there  is  a  tendency  for  each  sex  to  appreciate 
the  other.  And  at  this  time  young  people  are  said  to  care  more 
especially  for  people  than  for  anything  else  in  the  world.  After 
youth  has  responded  to  marriage,  we  find  a  tendency  to  regard 
material  possessions  as  paramount.  The  possession  of  things  for 
the  increase  of  human  happiness  becomes  a  problem  of  daily  life. 
The  years  between  marriage  at  about  21  or  22,  and  40,  are  those 
filled  with  trials  and  experiences  which  call  into  play  the  most 
heroic  of  qualities.  There  are  successes  balanced  by  failures. 
There  are  almost  inexplicable  disappointments.  The  whole  uni- 
verse becomes  more  and  more  interesting.  Human  nature  tends 
to  adjust  itself  to  a  habit  form  of  expression.  The  more  habitual 
we  become,  the  freer  we  leave  the  higher  brain  organs  to  func- 
tion upon  the  deeper  problems  of  life.  There  is  a  no  more  miser- 
able or  pitiable  human  being  than  that  one  in  whom  nothing  is 
habitual.  Habit  thus  tends  to  follow  the  course  of  least  resis- 
tance in  the  getting  of  things  done,  oftentimes,  however,  at  the 
expense  of  progress.  Yet,  living  through  this  period,  middle 
age,  with  the  oncoming  of  its  own  posterity,  it  in  turn  is  forced 
to  recognize  anew  the  needs  of  a  rising  generation.  ^Middle  age, 
on  thru  old  age,  begins  again  to  be  impersonal  toward  life; 
it  tends  to  grow  more  sympathetic  and,  although  fixed  in  its 
habits,  yet  is  glad  to  extend  its  hand  as  grandparent  to  the  rising 
generation.  Thus  does  nature,  in  her  cycle  of  human  events  and 
activities,  unite  all  the  periods  of  life  in  controlling  the  necessi- 
ties of  humanity  in  a  common  purpose. 


40  INSTINCTS 

It  is  regarding  these  instinctive  habits  and  tendencies  com- 
mon to  ns  as  human  beings  that  this  chapter  treats.  If  the  adver- 
tiser realizes  that  the  presentation  of  an  advertisement,  contain- 
ing an  impulsive  or  instinctive  factor  common  to  humanity  dur- 
ing a  particular  period  of  time,  will  bring  a  response — a  response 
which  is  natural  for  everj^  human  being — the  chance  of  that  ad- 
vertisement being  universally  seen  is  gTeatly  increased.  Because 
human  beings  are  instinctive,  the  advertiser  gains  in  his  control 
accordingly  as  he  readily  adjusts  himself  to  these  tendencies  of 
response.  But  in  his  analysis  he  must  be  careful :  first,  to  realize 
just  the  response  which  he  wishes  to  get;  second,  from  what 
particular  class  of  people  he  desires  this  expression ;  and  finally, 
take  into  account  the  particular  period  of  life. 

If  the  advertiser  arouses  the  instinctive  nature  in  a  manner 
which  tends  to  please  the  individual,  he  has  taken  one  of  the 
first  steps  in  the  creation  of  desire.  If  he  can  insert  an  adver- 
tisement within  the  columns  of  a  newspaper  or  a  magazine 
appealing  to  those  instincts  which  crave  for  expression,  he  may 
hope  for  a  reaction  in  favor  of  the  thought  which  he  has 
presented. 

Self-preservation  as  an  Instinct. — The  instinct  which  is  most 
personal  is  that  of  self-preservation.  Each  of  us  can  say,  ^^  My 
hat,  my  coat,  my  body,  my  automobile,  my  aeroplane — they  are 
mine.''  We  do  not  like  to  feel  that  several  families  have  an 
automobile  together.  We  rather  like  to  feel  that  we  individually 
own  and  possess  these  things.  But  to  get  these  things  in  the 
possession  of  humanity  has  required  tremendous  energy  on  the 
part  of  those  who  originally  made  them.  In  time,  however, 
people  have  been  taught  to  appreciate  the  value  of  these  articles, 
and  so  important  have  they  become  as  a  factor  in  estimating 
the  value  of  developing  personality  that  to  be  without  the  possi- 
bility of  possessing  them  has  come  to  be  recognized  as  a  plane  of 
living  largely  inefiicient.  It  becomes  hard  to  differentiate  be- 
tween what  we  are  and  what  we  owm.  Thus,  whenever  a  new 
article  is  presented  to  the  buying  public,  the  advertiser  must 
attempt  to  make  his  article  desirable  for  possession.  A  service- 
able article  thus  presented  to  the  public  has  the  effect,  that,  to 


THE  FOOD  INSTINCT  41 

be  without  it,  is  to  lack  progressiveness.  To  save  one's  self- 
respect  in  the  eyes  of  others,  demands  possession.  Self-preser- 
vation requires  of  each  of  us  that  we  possess  lighting  conveniences 
other  than  candles.  The  extreme  of  this  is  seen  in  the  general 
tone  of  nnich  of  the  present  tobacco  advertising.  The  copy  is 
such  that  it  suggests  ''  non-progressiveness  "  on  the  part  of  those 
who  do  not  form  the  habit  of  its  use.  To  create  sentiment  in 
favor  of  the  necessity  of  a  thing,  people  must  be  taught  to  appre- 
ciate value  where  no  value  has  previously  existed.  When  an 
advertiser  succeeds  in  getting  groups  of  people  individually  to 
say,  "  I  want  this  thing  for  myself,"  he  has  begim  to  be  of  real 
service.  To  preserve  ourselves  in  the  "  thing  "  realm,  then,  is  to 
possess  these  things  which  are  not  necessary  but  which  can  effec- 
tively be  proven  to  make  each  life  happier. 

The  Food  Instinct.— The  food  instinct  is  perhaps  one  of  the 
most    primitive    instincts    which    the    human    race    possesses. 
Herbert  Spencer  has  said  that,  as  far  as  eating  is  concerned,  the 
average  individual  will  naturally  insist  upon  those  things  that 
are  helpful  for  him,  take  the  right  am.ount  of  exercise  and  de- 
velop his  life  uniformly,  depending  upon  his  instincts.    Instinct 
can  thus  emphasize  the  idea  of  pleasure.    Although  cultured  men 
and  women  do  not  spend  hours  in  a  discussion  of  those  things 
which  are  palatable,  yet  a  meal  well  cooked  and  well  served  has 
its  place  in  our  daily  life.     But  the  mere  appearance  of  food 
does  not  tend  to  arouse  the  greatest  possible  desire  for  it.     Our 
latest  advertising  reveals  the  fact  that  people^like  an  interpreta- 
tion which  consists  of  associated  ideas  in  connection  with  food 
advertising.    For  instance,  if  I  go  into  a  restaurant  which  has  a 
dirty  cloth  laid  upon  an  imeven  table,  with  silver  that  is  tar- 
nished or  in  quality  displeasing,  the  meal,  howsoever  well  cooked, 
does  not  strike  my  fancy.    But  if  the  table  has  been  pleasantly 
located,  with  the  cloth  clean  and  the  waiter  exceedingly  gi-acious, 
howsoever  simple  the  food,  I  am  at  least  contented  in  mind. 
Thus,  while  food  is  a  necessity  and  appeals  to  my  self-preserva- 
tion, nevertheless,  the  particular  manner  in  which  it  is  presented 
to  me  determines  my  attraction  toward  it.     Fig.  13  is  typical 


42 


INSTINCTS 


Fig.   13.— Appealing  to  the  food  inatinci  through  the  idea  of  pleasi 


^-p- 


The  Safest  Breech- 
Loading  Gun  Built! 

For  ducks,  geese,  foxes,  trap  shooting 
and  all  long  ramge  shooting,  use  our 
famous  1  2  gauge  guns  as  illuctrated. 
For  snipe,  quail,  partridge,  wood- 
cock,  squirrels,   rabbits,    etc.,  our 
1 6  and  20  gauge  guns  are  smal- 
ler and  lighter — handle  quicker 
and   with  wonderful   precision, 
You    can    use    2%    inc" 
shells    and    good,    stiff 
loads  in  the  6-shot  16  or 
the  exquisite   new   5-shot 
20-gauge    repeater. 


Hlmliit 


12  Ga.,  $22.60 

16  or  20  Ga. 

$24.00 


12-16-20  Gauge 
Hammerless 
Repeating 
Shotguns 


Fig.  14. 


They  have  Solid  Top  —  a 

thick  steel  wall  of  protection 
that    also    keeps    out    rain, 
snow,  dirt,  leaves,  tv^rigs  and 
sand.     Side  Ejection  (away 
from  your  face  and  eyes). 
Matted  Bairrel— a  great  con- 
venience in  quick  sighting — 
costs    extra    on    any    other 
standard   grade  pump  gun. 
Pres3-Button  Cartridge  Re- 
ease — to  remove  loaded  cartridges 
quicldy    from   magazine.     Double 
Extractors  —  they  pull  any  shell. 
£::x    quick    shots.      Take -Down 
Feature — for   convenient   carrying 
and  cleaning.     Tricger  and  Ham- 
mer Safety —adouble  cucrdarrainst 
accidental     firing.       Solid    Steel 
Breech— the    receiver    absolutely 
solid  steel  at  rear  as  well  as  on  top. 

-Here  the  spirit  cf  hunting  is  emphasized  by  an  appeal  to  the 
to  purchase  a  gun. 


'right  moment 

43 


44  INSTINCTS 

of  the  principle  of  association  wor.king  in  tlie  creation  of  senti- 
naent  for  "  Sunshine  "  s^^ecialties. 

The  Hunting  Instinct. — The  most  important  instinct  which 
associates  itself  with  the  masculine  type  of  mind  is  that  known 
as  the  hunting  instinct.  When  certain  seasons  announce  them- 
selves^ we  see  groups  of  Xature's  followers  getting  together  appro- 
priate suits,  guns  and  ammunition,  fishing  tackle  and  provisions. 
Xature  herself,  with  breezes  fresh  enough  to  urge  on,  encourages 
men's  actions:  but  she  does  not  always  reward  the  effort  put 
forth.  One  chases  the  deer  in  the  forest ;  the  other  sits  all  day 
long,  waiting  patiently  for  his  fish;  another  tramps  for  hours 
thru  the  dense  forest,  happy  if  he  but  catches  the  trail  of  that 
which  seems  to  be  moving.  A  single  shot  that  brings  to  earth 
some  shy  animal  fills  its  possessor  with  extreme  delight.  And, 
as  one  writer  has  put  it,  when  we  come  to  add  up  the  cost  of 
fishing  tackle,  lines,  gun  powder,  gims,  etc.,  spent  each  year 
to  satisfy  this  craving,  the  expense  is  enormous.  Men's  incon- 
sistency in  the  expenditure  of  time  and  energy  pursuing  game  at 
the  beck  of  this  instinct,  is  shown  when  they  chide  their  wives 
for  following  a  "  something-for-nothing  "  impulse  thru  all  the 
department  stores,  hunting  for  a  bargain.  Back  of  both  im- 
pulses, however,  is  to  be  found  the  idea  of  combat.  Let  two 
individuals  begin  an  open  fist-fight.  The  tendency  is  to  make 
the  ring  wider  and,  although  not  openly,  yet  secretly,  there  is 
often  a  tendency  to  encourage  the  fighters  just  to  see  what  will 
happen.  The  idea  of  sport  itself,  apart  from  painful  conse- 
quences, becomes  exceedingly  fascinating.  Fig.  14  is  an  advertise- 
ment attempting  to  lure  us  on  into  a  purchase  of  goods  thru 
the  arousing  of  the  hunting  instinct. 

The  Clothing  Instinct. — Our  desire  for  clothing  and  orna- 
mental adornment  has  become  instinctive.  Our  clothes  have  be- 
come a  part  of  life's  enjoyment.  Moreover,  each  class  of  society 
tends  to  consider  itself  in  relation  to  dress.  The  kind  of  position 
which  we  hold  partly  determines  the  kind  of  dress  which  we  should 
wear,  and  a  gi^eat  number  of  people's  effort  in  realizing  greater 
happiness  consists  in  seriously  considering  the  question  of  dress. 
There  are  two  factors  which  tend  to  modify  all  of  us  in  our  con- 


THE  CLOTHING  IXSTIXCT 


45 


ADLER  EOCHESTER  OVERCOATS 

A.  MarkGd   Cxamplc   o/^Our  Leadership 

c^-^y€w  vfcars  aqo  (he  overcoat  way  juyf  on  overcoaf ;  5imply  a  s(o\\d  coverinq  to  qivf,  warmfli. 
"lodaif  we  have  made  (lie  overcoaf  a  <jarmen(  «jAeal  beau(y.real  individually  »-*  real  distincfion. 

Under  no  circumffancei-  neqlcc(  fhe  oppor(uni(u  y^j^ccinq  (he  J^lc,  ilie  da^h,  fhc  per5-onoli<jv 
iohc/buni  in  MdW.r-lijochesier  Overcoats  (his  Fair""^  Winder. 

OUR.    BOOK  3^  MEN'S   rA^HION5' 

Thij  ^crici-    ^ drawxnqs  /rom  li/e    is  now    rcadu__P 

o^ySshion  auiliorihj  illu5<Ta(in(j  our  Pall «^  Win(er  Suif  and  Overcoaf  Models  "I6K60. 
To  secure  a  copi^  o/^{\i'\s  book,  please  send  ijour  address  a(  once. 

L. ADLER,  BROS.  ©  C»MPAhfY 

RXXri-ltSTEIt.        NY       U    .V   A 

t^ beaufi/ijl repr04>uction.  in  eiifhl  colors.  ^ James  Afcn/^omery  f/af^'S  • 
pain/inf  shoun  abcvf  uill  he  mai/ed  to  you  upon  receipt  o^  ten  cc/»/x  lit 
s/ampj-.  /f  maatures  iO'2T,  and  is  idea/  ^or  Jra m ina. 

Fig.  15. — The  ideal  for  the  social  type. 


46  INSTINCTS 

sideratioii  of  the  clothing  problem,  namely,  that  of  ornamen 
tation  and  adaption  of  style  to  onr  particular  individuality.  At 
a  recent  conference  of  jewelers  the  statement  was  made  that  the 
well-dressed  men  and  women  considered  seriously  the  question 
of  jewelry  by  way  of  ornamentation.  If  we  have  an  article  which 
lends  itself  to  our  desire  for  dress  or  ornamentation,  it  becomes 
necessary  to  discover  the  particular  class  of  people  who  can  be 
taught  to  appreciate  the  values  which  we  have  to  present. 
Whatever  the  class  to  which  we  belong,  there  is  always  the  possi- 
bility of  one  particular  type  of  dress  which  seems  to  be  ideal  f  c:- 
that  particular  class.  In  other  w^ords,  we  like  to  picture  our 
ideal  self;  thus,  when  an  advertisement  impresses  the  reader 
with  the  idea  that  he  himself  can  be  like  his  ideal, 
there  is  a  tendency  toward  immediate  response.  We  all 
tend  to  admire  our  ideal  selves.  The  seller  of  clothing  should 
then  come  to  realize  that  his  appeal  is  to  a  specific  class  of  people, 
rather  than  a  universal  appeal,  and  that  his  advertisement  is  for 
those  to  whom  a  certain  ideal  is  possible.  An  average  business 
man  is  not  fascinated  by  the  clothing  worn  by  college  students, 
nor  does  the  simplicity  of  the  business  garb  appeal  to  the  young 
men.  Therefore,  an  advertisement  in  its  attempt  to  create 
desire,  must  be  the  ideal  for  the  particular  class  to  be  reached. 
Figs.  15  and  16  give  us  examples  of  two  different  classes  of 
society,  each  of  which  is  appealed  to  differently  with  regard  to 
its  ideal. 

Something-for-Nothing. — Ingrained  in  human  nature  is  the 
desire  to  get  something-for-nothing.  Human  nature  tends  to 
follow  the  course  of  least  resistance.  Our  magazines  and  news- 
papers a  few  years  ago  were  filled  with  advertisements,  the  copy 
of  which  teemed  with  the  spirit  of  ^^  something-for-nothing." 
The  word  "  free  "  became  all  important.  The  cheapness  of 
articles  had  a  ready  response,  but  this  method  of  advertising 
became  so  detrimental  to  honest  concerns  that  insistency  upon 
honesty  became  popular.  However,  in  spite  of  a  tendency  for 
absolute  honesty,  the  masses  are  still  inclined  to  say,  "  I  am  will- 
ing to  take  the  chance."  If  copy  emphasizes  the  idea  of  getting 
something-for-nothing,   thus   concentrating  the  idea   on   price 


"Well-dressed"  for  $17  1 

The  wide-awake,  aggressive  Americai : 
of  today  demands  "good  clothes^—clothes 
that  express  the  best  there  is  in  him  and 
give  him  "individuality".  Many  men, 
however,  think  they  can't  buy  clothes 
that  will  do  them  justice  for  less  than  $25. 

If  you  are  one  of  these,  Styleplus 
Clothes  $17  will  open  your  eyes;  they 
will  give  you  style,  appearance,  comfort 
and  lon^  -iccar  in  fullest  measure  at  $3  to 
$8  less  than  you  have  been  accustomed 
to  pay  for  equal  qualities  in  your  suits. 

We  buy  more  woolens  than  any  other  manufacturer 
and  we  apply  sruntifii-  economy  throughout  our  vast  plant. 
Into  this  one  suit — Styleplus  Clothes  SI 7— we  throw  our 
tremendous  resources — and  vju  are  the  actual  gainer  to 
the  extent  of  S3  to  S8. 


Styleplus 
Clothes 

"The  same  price  the  world  over" 

are  genuine,  soiiml  values  from  the  bottom  up.  The  skel- 
eton is  made  with  the  same  minute  care  as  the  "parts 
which  show".  Fabric  all-wool  and  of  exclusive  patterns; 
canvas  and  tape  watershrunk;  coats  hand-tailored;  but- 
ton-holes all  hand-made;  linings  iron-strong.  Try  one 
on  and  see  how  well  it  makes  you  look  for  S3  to  S8  less. 
Ask  to  see  some  of  these! 


Fig.   16. — The  conservative  and  saving  class  is  appealed  to  here. 


47 


48  INSTINCTS 

rather  than  on  quality,  customers  are  likely  to  be  deceived  into 
believing  that  a  thing  is  really  better  than  it  is.  Xow  all  adver- 
tising should  be  educational  in  its  nature  rather  than  an  appeal 
to  mere  price,  and  it  is  better  to  train  people  up  to  the  idea  where 
they  can  appreciate  the  quality  of  things,  and  where  they  believe 
that  they  are  getting  actual  value,  rather  than  something-for- 
nothing.  Suppose  we  have  a  $3.50  shoe.  We  should  not  adver- 
tise a  cheap  shoe,  but  we  should  rather  dwell  upon  the  idea  that 
people  are  getting  a  shoe  for  $3.50  which  possesses  certain  valu- 
able qualities.  This  is  educating  people  with  regard  to  the 
value  of  the  goods.  It  is  a  recognition  of  this  principle  which 
has  changed  advertising  copy  of  recent  years.  However,  the 
"  something-for-nothing  ''  idea  is  still  expanded  upon  and  is  just 
as  forceful  as  ever,  although  its  form  changes  from  time  to  time. 
The  '^  Premium  Offer  "  is  founded  on  this  instinct.  When  the 
skilful  advertiser  wishes  to  encourage  the  sale  of  his  tobacco,  he 
creates  the  picture  of  a  husband  smoking  his  cigar.  With  an 
artistic  touch  the  imagination  revels  in  the  rising  smoke  until  we 
see  the  velvet  outline  of  a  chair  or  a  vase,  and  the  wife,  thus  lured 
on,  believes  with  every  purchase  of  tobacco  that,  after  all,  the 
smoke-money  has  not  been  wasted.  She  instinctively  wants  one 
of  the  prizes.  Xor  is  this  idea  confined  to  a  single  class  of  people. 
Take,  for  instance,  the  bargains  in  dry  goods  stores.  All  classes 
of  people  are  appealed  to.  Whether  or  not  the  premium  business 
is  perfectly  legitimate,  is  a  question  for  serious  consideration. 
Nevertheless,  I  am  convinced,  after  watching  numerous  folk 
apply  for  their  premiums  in  these  premium  stores,  that  many 
people  are  made  happy.  These  women  gather  together  with  their 
premium  stamp  books  in  hand,  and  with  a  look  of  anticipation 
pick  out  what  seems  to  them  an  appropriate  gift.  Lured  on  by 
the  instinct  of  something-for-nothing,  the  actual  possession  of  the 
goods  makes  them  happy.  Again,  it  might  be  said  that  the  life 
insurance  business  is  partly  based  on  this  instinct  of  something- 
for-nothing,  as  well  as  self-preservation.  To  be  told  that  if  you 
pay  your  premium  for  three  years,  not  costing  more  than  $75, 
with  a  possibility  of  your  relatives  collecting  $1000, — it  somehow 
appeals  to  the  imagination  of  many  people. 


THE  HOARDING  INSTINCT  49 

Youth  is  particularly  impressed  with  the  idea  of  something- 
for-nothing.  When  rattlers  or  ha  1  loons  are  given  away  during 
appropriate  festivities  or  seasons,  youth  is  struck  in  its  fancy. 
The  giving  of  a  single  piece  of  candy  hy  a  harher  as  the  little 
boy  leaves  his  chair,  is  enough  to  insure  long  friendship  between 
the  two.  It  is  not  that  the  ''  something-for-nothing  "  idea  should 
be  eliminated  from  our  advertising,  even  though  there  are  actual 
circumstances,  as  in  the  case  of  the  premium  system,  where  multi- 
tudes of  people,  in  many  instances,  pay  for  their  prizes.  Indeed, 
without  the  premiums  many  would  not  bo  willing  to  purchase  the 
same  article.  Yet  with  premiums  they  do  not  feel  the  burden  of 
the  cost,  but  are  thus  encouraged  indirectly  to  save ;  and  it  is  to 
them,  from  all  practical  standpoints,  the  receiving  of ''  something- 
for-nothing."  Ilow^ever,  when  this  free  idea  is  featured  in  a 
w^ay  to  deceive  people  with  respect  to  the  actual  value  of  the  goods, 
or  where  there  is  not  good  value  given,  whatever  the  circum- 
stances, w^e  have  a  question  which  should  demand  ethical  con- 
sideration. 

The  Hoarding  Instinct. — Then  there  is  the  hoarding  instinct. 
Even  our  animals  respond  readily  to  the  feeling  associated  with 
the  idea  of  saving.  Sit  in  the  woods  some  day  and  watch  the 
squirrels  gather  nuts.  You  cannot  help  but  ask  yourself — Do  they 
really  know  where  they  are  putting  them,  and  will  they  be  able 
to  recover  them  when  they  are  hungry  next  winter?  Again, 
the  honey  bee  lures  us  on  to  encourage  this  instinct :  it  goes  out  to 
gather  its  honey,  instinctively  to  return  to  the  home  of  its  increas- 
ing honeycomb.  And  wdien  the  lad  of  fifteen  years  fi^^ds  himself 
collecting  stamps,  old  coins,  stones,  birds'  eggs,  and  even  animals, 
he  is  obeying  the  collective  instinct  which  is  based  on  the  hoard- 
ing instinct.  The  hoarding  instinct,  too,  is  what  fills  our  family 
garrets.  Instead  of  throwing  away  those  things  which  have 
passed  out  of  our  existence  as  needful,  there  is  ever  a  tendency 
to  put  them  away,  in  order  that  whenever  the  need  arises  it  shall 
not  find  us  unaware.  Our  banking  institutions  and  life  insur- 
ance companies  are  partly  dominated  by  this  hoarding  and 
cautious  tendency  of  people. 

The  Constructive  Instinct.— Just  as  birds  are  possessed  in 


50  INSTINCTS 

early  springtime  with  a  desire  to  build  for  tlieraselves  a  home, 
so  does  man  have  the  constructive  instinct.  All  progressive  people 
are  found  desiring  to  construct  in  some  form.  When  marriage 
has  channeled  the  human  feelings  of  a  couple,  the  desire  to  con- 
struct arises.  They  wish  to  build  and  to  possess  a  home.  But 
the  mere  building  of  a  home  does  not  entirely  satisfy.  Hardly 
has  it  been  put  up  than  a  new  room  is  suggested  or  a  different 
kind  of  roof  is  desired.  There  is  the  element  of  change  ever 
present  in  the  midst  of  that  which  seems  to  be  fixed.  Another 
story  to  the  house  is  wanted ;  or,  the  introduction  of  electricity 
in  some  form  suggests  a  re-arrangement  of  the  general  plan. 
Thus,  human  nature  would  re-make  the  earth. 

The  Parental  Instinct. — The  parental  instinct  shows  itself 
in  the  mother  when  she  surrenders  her  life  in  love  to  the  rearing 
of  her  child.  The  passionate  instinctive  devotion  of  a  mother — 
ill  herself  perhaps — to  a  sick  or  dying  child  is  a  typical  manifes- 
tation. Contemplating  every  danger,  triumphing  over  every 
difficulty,  outlasting  all  fatigue,  woman's  love  is  here  triumphant 
over  her  otvii  feelings  in  the  care  of  her  children.  The  mother 
cares  for  and  loves  the  child,  it  seems  more  to  her  than  her  life. 
Her  concern  gives  pleasure  and  enjoyment.  In  the  father  the 
same  instinct  is  shown  when,  in  his  regard,  he  is  willing  to  fight 
and  struggle  in  order  to  preserve  the  physical  well-being  of  his 
offspring.  The  regard  for  this  instinct  in  its  relation  to  per- 
sonal development  is  noticed  in  the  instance  where  a  young 
man  said :  '^  I  never  noticed  Mellin's  baby  food  advertising  until 
I  had  a  child  of  my  own."  Thus  it  is  that  there  are  innumerable 
advertisements  constantly  being  presented  before  the  people 
which  have  no  appeal,  simply  because  the  background  of  indi- 
vidual experience  is  not  such  as  to  force  cognition  of  that  par- 
ticular thing.  On  the  other  hand,  w^hen  a  new  human  experience 
enters  a  life,  things  which  were  before  entirely  disregarded  in 
daily  contact  now  become  of  utmost  importance. 

Beauty. — Another  instinct  is  that  of  beauty.  Beauty  fas- 
cinates us  from  the  earliest  days  of  childhood.  All  other  factors 
being  equal,  if  two  articles  are  presented  to  an  individual,  one 
of  which  adheres  to  the  laws  of  beauty,  the  other  violating  them. 


CURIOSITY  51 

the  tendency  for  the  majority  of  people  will  be  to  accept  that 
which  is  more  beautiful.  When  the  price  of  a  thing  is  insisted 
upon  over  and  above  the  beauty  of  the  thing  itself,  in  competition 
with  that  which  appeals  to  mere  beauty,  an  element  has  been 
introduced  which,  from  the  artistic  viewpoint,  tends  to  diminish 
the  possible  sale  of  that  article  whose  appeal  is  to  the  mere  cost. 
Our  emotional  nature  should  be  made  to  feel  the  value  of  a  thing 
in  its  beauty-interpretation  quite  as  much  as  the  insistency  upon 
a  mere  price.  A  hook  and  eye  manufacturer  remarked  that  he 
always  made  it  a  rule  to  criticize  his  advertising  with  the  idea 
of  improving  upon  the  appeal  to  beauty.  II is  was  the  first  street 
car  advertising  ever  introduced  to  the  public  and  the  results  were 
most  profitable.  It  must  be  admitted,  however,  that  there  are 
certain  dangers  in  connection  with  the  presentation  of  that  which 
is  beautiful.  We  are  likely  to  become  so  absorbed  in  the  beauty 
that  there  is  not  even  suggested  the  idea  of  self-possession,  and 
howsoever  beautiful  an  article  may  be  to  look  upon  from  a  dis- 
tance, from  the  seller's  standpoint,  his  article  must  be  sought 
after  in  purchase. 

Curiosity.— During  all  periods  of  life  people  are  prone  to  be 
curious.  The  advertiser  has  employed  this  instinct  in  the  crea- 
tion of  puzzle  and  novelty  advertisements.  Whenever  the  ele- 
ment of  chance  is  employed  enough  to  suggest  the  curious,  we 
have  the  basis  for  concentrated  attention  on  the  part  of  a  given 
group  of  people.  For  instance,  a  prominent  shoe  company  had  in 
its  show  window  a  large  jar  filled  with  water,  in  which  had  been 
placed  a  half  dozen  miniature  rubber  babies  of  different  nation- 
alities. The  display  was  so  mechanically  arranged  that  the 
babies  would  start  at  the  bottom  of  the  jar,  rise  to  the  surface, 
apparently  breathe,  and  then  descend.  Thus  there  happened  a 
continuous  race  between  the  babies  of  different  nations.  Strange 
to  say,  men  seemed  to  be  most  fascinated  by  this  display.  In 
fact,  the  interest  became  so  intense  that  even  betting  was  engaged 
in.  The  Lion  brand  collar  concern  once  placed  on  the  bill  boards 
of  a  large  city  their  trade-mark,  consisting  of  a  lion  without  the 
^jiame.  This  was  before  the  trade-mark  name  had  become  com- 
"mon  knowledge.    The  work  had  been  uniquely  done  and  attracted 


52  INSTINCTS 

considerable  attention,  but  they  delayed  so  long  in  attaching 
their  own  name  to  the  earlier  display  that,  when  it  was  placed, 
the  public  had  about  forgotten  their  previous  curiosity.  On  the 
other  hand,  a  laundry  company  in  the  same  city  startled  the  citi- 
zens by  writing  across  bill  boards  in  various  sections,  on  the  same 
day,  ''  Stopyourkickin."  Curiosity  was  aroused  and  this  adver- 
tising became  the  subject  of  all  conversations.  Before  curiosity 
had  waned,  the  name  of  a  prominent  laundry  appeared  which 
advertised  the  fact  that  every  article  would  be  properly  mended, 
if  torn;  new  buttons  sewed  on;  and,  in  fact,  the  laundry  of  each 
customer  would  be  kept  constantly  ready  for  wear.  The  returns 
from  this  advertisement  were  enormous.  Thus,  in  considering 
curiosity,  we  should  remember  that  there  is  that  which  is  known 
as  the  psychological  moment.  When  curiosity,  then,  is  oppor- 
tunely satisfied,  the  desired  effect  is  likely  to  be  obtained. 

The  Sex  Instinct. — The  part  that  sex  plays  in  advertising 
is  not  to  be  under-estimated.  Many  advertisements  '^  get  their 
message  over,"  partly  because  of  the  unique  effect  obtained  by 
introducing  a  type  of  individual  appealing  to  a  given  class  of 
people.  A  certain  Xew  York  clothing  concern  has  several  athletic 
fellows  w^earing  nobby  clothing,  but  the  group  is  always  accom- 
panied by  one  girl.  The  effect  of  this  on  a  certain  part  of  the 
public  is  indicated  when  a  young  man  states :  '^  I  always  look  at 
X's  advertisement  to  see  whether  or  not  she  is  pretty  and  what 
type  of  girl  will  next  appear."  With  respect  to  sex  appeal, 
however,  there  are  certain  dangers  to  be  noticed.  One  should 
be  very  careful  in  selecting  that  type  of  character  which  best 
adapts  itself  to  the  article  advertised.  For  instance,  if  articles 
practical  in  nature  are  to  be  sold,  where  the  efficiency  idea  or 
mechanical  adjustment  is  necessary,  a  type  of  woman  with  angu- 
lar features  and  neat  mathematical  appearance  is  to  be  pre- 
ferred over  and  above  the  type  which  is  represented  by  mere 
society.  On  the  other  hand,  if  an  elaborate  automobile  is  to  be 
sold,  and  one  of  the  talking  points  involves  a  social  interpre- 
tation, that  type  of  beauty  should  be  introduced  which  will  appeal 
to  this  specific  class.  Here  mere  beauty  of  form  rather  than 
efficiency  may  serve  as  a  convincing  talking  point. 


THE  SEX  INSTINCT  53 

Again,  to  introduce  a  sex  appeal,  upun  all  occasions,  is  not 
desirable,  ^lany  calendars  become  nonsensic^il  in  their  purpose 
merely  because  they  appeal  to  vanity  and  not  to  deeper  or  more 
settled  inclinations  of  people.  The  superficial  is  to  give  way  to 
that  which  is  more  sincere. 

QUESTIONS 

1.  Mention   several   instincts   whicli  are  characteristic   of  each   of  the   six 

natural  transitory  stages  in  the  development  of  tlie  child, 

2.  Wliat   is  your  definition  of  instinct?     How   does   it  ditler   from   liahit? 

Illustrate  each. 

3.  How  may  the  efficient  advertiser  utilize  the  uifVcrent  instincts  to  create 

desire? 

4.  Upon  arriving  at  the  age  of  young  manhood  and  womanhood,  mention  the 

instincts  the  advertiser  should  appeal  to. 

5.  Give  specific  examples  wherein  the  advertiser's  ajipeal  to  the  instincts 

has  been  overdone.     Illustrate. 
G.  What  articles  would  be  likely  to  be  purchased  by  college  men  l)ased  on 

an  instinctive  appeal? 
7.  Name  ten  different  articles  or  propositions  based  on  the  various  instincts. 

PROBLEMS 

1.  Select  four  difTerent  advertisements  appealing  to  the  same  instinct. 

2.  Select  two  different  advertisements  of  the  same  company  appealing  to  the 

same  instinct. 

3.  Create  five  advertisements  appealing  to  three  different  instincts. 

4.  Prove  by  four  examples  of  selected  illustrations  that  different  instinct 

appeals  are  made  at  different  seasons  of  the  year. 

5.  Christmas  window  display  of  toilet  articles — what  instinct? 

COLLATERAL  READINGS 

Briefer  Course  ix  Psychology,  Wm.  James.  Chapter  xxv. 

The  Psychology  of  Advertising,  Walter  Dill  Scott,  Chapter  v. 


CHAPTER  IV 
IMAGINATION 

Effect  of  Imagination  on  Economic  Progress. — Imagination 
is  a  quality  of  mind  common  to  all  good  advertisers.  It  is  one 
of  the  fundamental  factors  in  liis  progTess.  It  is  because  of 
imagination  that  the  advertiser  often  disregards  the  past  and  the 
present  in  order  that  there  may  be  a  future  for  which  to  strive. 
It  is  the  man  with  imagination  who  has  tunneled  the  Hudson 
River ;  it  is  he  who  has  dug  the  Canal  at  Panama ;  it  is  his  in- 
fluence that  strives  to  conquer  the  air ;  it  is  he  who  would  com- 
municate v:itli  distant  planets ;  it  is  this  one  who  would  become  as 
a  god  in  his  conquest  of  knowledge  and  in  his  control  of  things. 
The  man  with  imagination  is  he  who  has  visions  of  a  world  to 
come  and  whose  influence  repeoples  and  builds  anew  the  earth. 

But  he  vzho  allows  hi^  imagination  to  play  with  the  forces  of 
life  creatively  and  persistently  is  heaping  unto  himself  a  multi- 
tude of  troubles.  That  which  is  new  to  others,  is  seldom  found 
to  be  accepted  immediately.  The  history  of  the  Bell  Telephone 
records  the  business  man  refusing  to  accept  so  impossible,  and 
what  seemed  so  impracticable,  an  invention.  They  did  not  have 
imagination  enough  to  see  its  possibilities.  Alexander  Graham 
Bell  did.  Thus,  there  is  the  so-called  impractical  idea  associated 
with  tlie  dreamer  of  dreams.  lie  is  looked  upon  suspiciously. 
Once  let  his  dream  become  a  reality,  however,  and  the  multi- 
tudes are  quick  to  change  their  opinions.  That  advertiser  who 
has  a  vision  in  connection  w^ith  a  campaign  is  likely  to  meet  with 
opposition.  But  it  is  his  duty  to  overcome  this  opposition  and 
so  to  act  as  to  bring  about  the  object  of  his  dreams.  Unlimited 
energy ;  an  ideal  as  a  result  of  imagination ;  logic  in  holding  one's 
balance  in  the  present,  often  to  the  point  of  being  politic,  are  the 
factors  involved  in  a  progressive  advertising  career.  It  is  ths 
clerk  who  lacks  these  qualities :  this  is  why  he  is  a  clerk.  To  do 
what  someone  else  says,  to  be  insistent  upon  the  letter  of  the 
54 


EFFECT  OF  IMAGINATION  ON  ECONOMIC  PROGRESS      55 

law  to  the  point  of  destroying  the  spirit, — this  is  characteristic 
of  the  clerk.  He  never  regards  an  exception  as  possible;  he 
distrusts  tlie  motives  and  the  difficulties  of  people  not  of  his 
position  or  of  his  orders.  lie  would  never  think  of  acting  upon 
his  own  initiative,  of  taking  a  chance,  or  suggesting  to  the 
firm  of  w^hich  he  is  a  part  the  possibility  of  a  change  that  would 
create  more  profitable  relations.  The  lad  who  drives  horses 
or  steers,  an  automobile  thru  the  streets  of  his  city  has  a  better 
chance  for  personal  development  than  the  above-mentioned  clerk 
because  the  experience  w4th  street  cars,  hurrying  pedestrians, 
accidents,  and  the  eccentric  methods  of  many  people  make  the 
adjunct  ^'  keep  to  the  right  "  a  factor  of  secondary  consideration, 
and  make  him  use  his  own  initiative.  It  takes  energy  to 
do  the  exceptional  thing.  To  have  done  that  thing  and  to  be 
ready  to  do  new  things,  implies  a  nature  that  has  a  greater  chance 
of  developing  individuality  than  that  kind  of  a  position,  as  in 
the  instance  of  many  clerkships,  which  cowers  the  individual  in 
the  presence  of  authority. 

The  moving  picture  business  illustrates  the  importance  of 
imagination  in  a  most  lucrative  field.  Those  who  would  be  suc- 
cessful in  creating  that  kind  of  a  desire  which  is  to  appeal  to 
humanity,  must  live  in  a  changing  realm.  The  actors  who  play 
their  parts  must  be  ready  to  change  from  prince  to  pauper,  and 
from  youth  to  old  age. 

The  opening  of  the  Panama  Canal  has  brought  the 
west  coast  of  the  southern  continent  thousands  of  miles  nearer 
Europe.  This  means  that  Europe  will  redouble  her  efforts  in 
South  America.  The  imagination  of  the  American  manufac- 
turer is  beginning  to  play.  This  new  competition  begins  to 
create  different  pictures  for  each  manufacturer ;  but,  woe  to  the 
one  who  sees  no  picture. 

An  article  commenting  on  our  trade  relations  with  South 
America  reads  as  follows :  '^  Another  obstacle  in  South  America 
is  the  obstinacy  with  which  American  manufacturers  stick  to 
one  method  of  manufacture.  They  will  not  make  the  same  pat- 
tern of  print  two  seasons  in  succession,  but  they  persist  in  making 


56  IMAGINATION 

their  goods  the  same  width  year  after  year.  ^  The  American 
manufacturer/  says  the  Latin- American,  '  is  pigheaded  because 
he  will  not  change  the  pattern  of  his  prints  to  suit  the  changing 
American  market.'  The  Latin- American  has  his  owm  ideas 
about  the  parcine  qualities  of  the  manufacturer  in  the  L^nited 
States  who  will  not  make  goods  of  a  width  to  suit  his 
customer.     .     .     . 

^'  Then,  too,  we  are  prone  to  pack  too  heavily.  Importers 
in  most  countries  of  South  America  are  charged  duty  on  gross 
weight  of  packages.  The  heavier  the  packing,  the  heavier  the 
duty.  South  Americans  who  buy  cloth  always  ask  that  the 
board  around  which  the  bolts  are  wound  be  taken  out.  This  is 
seldom  done.  The  result  is  extra  and  unnecessary  expense  with 
the  custom  officials.  Also,  some  enterprising  packer  w^ill  put 
goods  in  hea^^^  cases,  reinforced  and  strengthened,  and  remark 
complacently :  ^  I  guess  that  will  hold  those  fellows  doAvn  there  • 
who  handle  freight.'  If  he  had  used  light  packing,  thoroughly 
waterproof,  the  customer  would  be  saved  extra  duty  and  his 
goods  would  have  arrived  in  good  shape  instead  of  being  ruined 
by  water. 

'^  A  few  years  back  a  firm  doing  a  big  business  in  the  interior 
of  Ecuador  bought  in  Xew  York  a  large  consignment  of  station- 
ery. The  order  amounted  to  $16,000  and  the  customer  paid 
cash.  Specific  instructions  were  given  the  shipping  firm  how 
the  stationery  should  be  packed.  It  was  explained  that  the  mer- 
chandise would  have  to  be  unloaded  by  lighters  and  then  shipped 
part  of  the  way  on  railroads  and  then  on  pack  mules.  It  was  the 
rainy  season,  and  it  was  pointed  out  that  the  sudden  tropical 
storms  would  play  havoc  with  the  papers.  The  customer  asked 
that  the  paper  and  envelopes  be  wrapped  in  heavy  paper  and  then 
in  light  canvas,  which  should  be  shellacked  in  order  to  turn 
water.  All  these  instructions  were  ignored.  When  the  goods 
arrived  about  two  months  later,  all  the  envelopes  were  stuck 
together.  The  loss  was  $16,000  plus  customs,  duties  and 
freight,"  These  instances  show  remarkable  stubbornness  on  the 
part  of  the  American.    He  fails  imaginatively  to  see  the  Latin- 


POWER  OF  IMAGINATION  IN  LITERATURE  AND  LIFE     57 

American  conditions  in  handling  goods,  as  well  as  to  appreciate 
that  the  Latin-American  temperament  is  different  from  his  own. 
The  Advertiser's  Imagination. — It  is  imagination,  the  abil- 
ity to  put  ourselves  in  the  other  man's  place  and  to  act  accord- 
ingly, that  brings  results.  It  is  a  fact  to  be  noted  that  when 
we  ourselves  have  passed  thru  any  kind  of  experience  our  sym- 
pathy is  all  the  more  extended  to  those  who  are  passing  thru  the 
same  thing.  It  is  indeed  difficult  to  see  ourselves  as  others  see 
us,  or  to  appreciate  that  there  are  really  two  sides  to  every  ques- 
tion. The  advertiser  must  develop  a  mind  which  can  live  thru 
the  experiences,  in  imagination,  of  all  classes  and  conditions  of 
people,  for  it  is  thru  this  quality  of  mind  that  he  must  make 
himself  adaptable  to  the  needs  and  desires  of  mankind. 

The  Kinds  of  Imagination. — Professor  Halleck  has  given 
five  classifications  of  the  imagination :  first,  imagination  may  be 
such  as  to  produce  an  approximately  literal  image  of  a  thing 
(Fig.  17)  ;  second,  imagination  has  the  power  to  separate  the 
parts  of  concrete  objects  (Fig.  IS)  ;  third,  imagination  has  the 
power  of  fonning  simple  combinations  of  separated  elements 
(Fig.  19)  ;  fourth,  imaginaton  has  the  power  of  diminishing  the 
size  of  an  object  (Fig.  20)  ;  fifth,  imagination  can  enlarge 
(Fig.  21). 

The  sixth  kind  of  imagination  has  the  power  to  select  from 
the  elements  of  past  experience  to  obtain  a  new  rational  product. 
With  this  type  of  imagination  working,  Edison  produces  his 
phonograph  and  electric  light  bulbs.  This  is  constructive  imag- 
ination as  opposed  to  other  kinds  which  modif^^  actual  appear- 
ance in  order  to  make  a  more  vivid  impression  upon  the  mind. 
Power  of  Imagination  in  Literature  and  Life. — To  re- 
emphasize  the  power  of  imagination  let  us  turn  to  the  various 
interests  of  life.  In  literature  we  find  characters  created  whose 
personality  is  as  impressive  and  real  in  influence  as  that  of  our 
relatives.  Scrooge  and  Tiny  Tim  invariably  come  in  our 
thoughts  at  rhristmas  time.  Who  can  take  a  trip  up  the  Hudson 
without  finding  himself  contemplating  tlie  happy  hours  of  Rip 
Van  Winkle  ?    Mrs.  Wiggs  of  the  Cabbage  Patch  has  a  philos- 


68  IMAGINATION 

ophy  of  life  from  which  we  do  not  wish  to  escape.  And  what 
hours  of  enjoyment  Robinson  Crusoe  has  given  us.  We  think 
of  him  often  and  are  always  happy  to  introduce  the  rising  genera- 
tion to  this  universal  character.  These  books,  based  on  the  possi- 
bility of  imagination  to  be  swayed  and  controlled,  have  made 
money  for  their  publishers.  The  names  of  the  characters  have 
come  to  advertise  the  books.  We  have  come  to  say,  '^  Who  is  this 
Nicholas  Xickleby  ? ''    An  act  of  purchase  is  often  the  result. 

Again,  the  play  of  the  imagination  is  found  in  the  scientific 
realm.  We  find  its  power  in  such  books  of  Jules  Verne  as, 
"  Twenty  Thousand  Leagues  Under  the  Sea  "  or  "  Around  the 
World  in  Eighty  Days."  AATien  Verne  first  wrote  these  works, 
they  seemed  a  nightmare  of  dissipated  energy  to  the  reading 
public.  We  do  not  dispute  the  possibility  of  their  realization 
to-day. 

In  Moore's  Utopia  and  Plato's  Republic  we  see  morality 
holding  before  our  gaze  an  ideal  form  of  government. 

Recall  the  fabulous  stories  as  related  by  Mandeville.  In  our 
own  time,  Cook,  with  his  Xorth  Pole  dash  startled  the  universe. 
People's  imaginations  were  fired.  Advertisers  were  quick  to 
seize  upon  this  interesting  subject  and,  if  for  nothing  else.  Cook 
has  lived  to  serve  the  advertising  realm. 

Examples  of  Advertising-Imagination. — In  the  advertising 
realm  there  are  equally  interesting  characters  which  have  inter- 
woven themselves  into  the  fabric  of  people's  minds.  There  is 
Phoebe  Snow,  with  her  rhj^ne  and  metre,  telling  us  of  the  cleanli- 
ness of  the  Lackawanna  Railroad.  She  is  usually  attired  in  spot- 
less white.  The  engineer,  with  his  soot-begTimed  face,  is  looking 
do\^Ti  upon  her  in  friendly  mien  from  his  cab  window.  Phoebe 
is  an  individuality  with  a  changing  identity ;  for  she  changes  in 
personal  appearance  from  time  to  time.  N^evertheless,  she  holds 
a  place  among  fanciful  persons  in  the  advertising  reahn. 
On  the  railroad  train,  this  past  summer,  a  young  lady  declared 
her  trip  East  would  be  incomplete  until  she  had  taken  a  ride 
on  '^  Aunt  Phoebe's  road  "  in  order  to  convince  herself  regarding 
the  cleanliness  of  the  Lackawanna  Railroad. 


APPRECIATION  OF  ADVERTISING  ART  59 

Sunny  Jim  startled  lis  with  his  happv  countenance.  lie  was 
perhaps  suggestive  of  our  '^  before  and  after  "  advertisements, 
which  have  always  been  popular.  His  was  a  personality  so  strong 
and  winning  that  the  tendency  was  to  forget  the  food  which  made 
him  the  man  he  was.  Force,  as  an  article  of  food,  tended  to  lose 
its  identity.  AMiether  this  advertisement  was  profitable  to  the 
company  itself,  at  the  time  or  not,  it  at  least  paved  the  way 
for  subsequent  breakfast  food  advertising,  and  its  effectiveness 
undoubtedly  has  been  to  make  all  breakfast  foods  the  more 
popular. 

Another  advertisement  is  that  of  Pears'  Soap,  entitled 
"  Bubbles."  Here  the  charming  boy  is  represented  as  blowing 
bubbles.  One  has  just  been  cast  into  the  air  and  the  little 
fellow  is  looking  with  wondering  eyes  as  it  disappears  in  the 
distance.  The  pictui'e  is,  of  itself,  artistic  and  appealing  enough 
to  attract  universal  attention.  Moreover,  the  blowins;  of  bubl)les 
has  something  of  a  charm  in  it  for  everybody  and  we  respond 
to  the  wonderment  of  the  child. 

Appreciation  of  Advertising  Art. — From  the  story  related, 
had  the  artist  who  first  sold  the  picture  to  the  Pears  people  sus- 
pected that  his  creation  was  to  serve  in  the  advertisement  of  so 
ordinary  a  thing  as  soap,  possibly  the  transaction  would  never 
have  taken  place;  for  between  the  business  man  and  the  artist 
there  often  seems  to  exist  a  gulf.  Artists,  as  a  class,  hate  to  see 
their  productions  associated  with  industrial  life.  "  Art  for  art's 
sake  "  is  their  motto ;  and  we  must  admit  that  commercial  art 
is  a  kind  peculiar  unto  itself,  with  an  appeal  other  than  that  of 
mere  beauty  or  emotion.  Yet  there  is  no  reason  why  the  artist 
should  not  be  plastic  enough  to  perform  both.  Often  the  adver- 
tisements might  advertise  the  work  of  an  artist  far  more  quickly 
and  satisfactorily  than  art  exhibits.  ^loreover,  the  real  artist 
operating  in  the  business  realm  has  a  chance  to  raise  the  standard 
of  art  appreciation  generally.  The  business  man  and  the  artist 
should  each  grow  to  appreciate  the  other's  point  of  view  and  then 
join  in  a  campaign  of  conquest. 

The  true  artist's  point  of  view  is  always  that  tending  toward 


60 


IMAGINATION 


universality.  The  average  business  man  is  too  often  engrossed 
in  the  details  of  his  business  to  appreciate  the  point  of  view 
likely  to  be  taken  by  the  outsider  in  connection  with  his  propo- 
sition.    The  more  successful  advertising  men  thus  unite  these 


GREATEST  EXHIBITION 

GRAPHIC  ARTS 

That  the  world  has  ever  known  will  be  held 
on  the  famous  battlefield  at  Leipzig,  Ger- 
many, from  May  to  October,  1914.  It  will 
be  exclusively  for  graphic  a"ts  and  allied 
industries.    All  nations  will  parficipate. 

NORTH  GERMAN 
LLOYD 

Offers  special  inducements  to  those  engaged 
in  the  graphic  arts  to  attend.  Express 
steamers  Tuesdays,  Fast  Mail  steamers 
Thursdays  and  Saturdays  to 

LONDON   -   PARIS   -   BREMEN 

Cuisine  and  service  famous  for  half  a  cen- 
tury. If  you  prefer,  you  can  return  by  way 
of  the  Mediterranean,  sailing  from 
Genoa  or  Naples. 

For  detailed  information  address 
OELRICHS  &  CO., 

General  Agents 

5  BROADWAY,  NEW  YORK 

or  Local  Agents 


Fig.   17. — A  literal  image  effectively  used. 

two  forces,  that  of  business  detail  and  artistic  generality,  in 
such  a  manner  as  to  obtain  a  selling  exchange. 

It  is  quite  interesting  to  compare  different  nations'  apprecia- 
tion of  advertising  art.  Each  has  developed  forms  peculiar  to 
its  own  environment  and  needs.  For  instance,  the  poster  is  won- 
derfully productive  in  Europe  as  compared  with  America,  the 


APPRECIATION  OF  ADVERTISING  ART 


61 


reasons,  perhaps,  being  that  the  Europeans  read  fewer  news^ 
papers,  and  their  popidar  magazines  are  limited  in  number. 

In  the  advertisement  gotten  out  bv  the  Xorth  German  Lloyd 
Company  (Fig.  17)  we  have  a  simple  key  so  related  to  the  form 
of  the  advertisement  itself  as  to  produce  an  effect  on  the  imag^ 


^. 


Ouch!    It  slipped! 


Teach  your  boy  the  danger  of 
cuts  becoming  infected.  Germs 
are  everywhere.  They  may  enter 
through  the  tiniest  break  in  the 
skin.  The  safe  way  is  to  paint 
the  hurt  with 


New-Skin 


it  kills  germs  and  protects  the 
skin.  Always  have  it  handy. 
10c  and  25c,  at  druggists.  The 
genuine  has  our  name  on  the 
box.  Home  Size  by  Parcel  Post 
for  25c  in  stamps.  Address 
Dopt.    ,  Newskin  Co.,  N.Y. 


When  yoa  need  it,  you  need  it  badly 


Fig.   18. — Imagination  here  tends  to  suggest  the  parts  of  the  individuals. 

ination.  Somehow  or  other  we  get  into  the  spirit  of  what  a  key 
actually  does.  The  imagination  immediately  associates  a  trip 
to  Europe  with  the  idea  expressed  in  the  lower  right-hand 
corner, — "  The  Key  to  Europe."  In  order  properly  to  feel  the 
forcefulness  of  this  key  in  connection  with  the  advertisement, 


62 


IMAGINATION 


Fio.  19. 


-Imagination  used  to  suggest  human 
feelings  and  instinct^. 


try  to  imagine  the  same  with- 
out the  key.  Thus,  by  the  in- 
troduction of  a  literal  image 
of  a  thing  in  connection  with 
any  thought  necessary  to  be 
"gotten  over,"  we  have  aroused 
a  number  of  associations  such 
that  imagination  tends  to 
revel  in  another  world  than 
that  of  a  mere  reason. 

We  have  a  small  adver- 
tisement (Fig.  18)  contain- 
ing excellent  attention  value, 
not  only  because  the  mechan- 
ical arrangement  is  exceed- 
ingly pleasing,  but  in  that  the 
mind  projects  itself  back  of 
what  is  actually  seen  and 
tends  to  complete  the  picture. 
The  putting  on  of  the  ^^  Xew 
Skin "  allows  suggestion  for 
each  individual.  Likewise  the 
little  boy  at  the  top  of  the 
advertisement  who  is  panto- 
miming his  sentiment,  gives 
the  mind  a  chance  to  fill  in  the 
picture  imaginatively  in  feel- 
ing, if  not  physically. 

The  Campbell's  Soup  ad- 
vertisement (Fig.  19)  is  typi- 
cal of  the  purely  imaginative. 
Here  we  have  a  combination 
of  ideas  which  are  not  met  with 
in  ordinary  life,  yet  which 
tend    to    associate    a    group 


APPRECIATION  OF  ADVERTISING  ART 


63 


of      emotion  Sj      im- 
mediatelv        comprehen- 
sible. The  effectiveness  of 
this  advertisement  is  read- 
ily detected.    If  we  were 
to  conceive  of  each  vege- 
table   crying    instead    of 
possessing    that    pleased 
appearance,  the  idea  of  a 
good  soup  would  be  im- 
mediately destroyed  and 
negative  ideas  would  tend 
to  suggest  themselves.  As 
it   is,    happiness    is    sug- 
gested, uniqueness  is  em- 
phasized,   and    the    com- 
plete picture  of  satisfac- 
tion readily  associates  it- 
self with  the  idea  of  ex- 
cellent soup  in  the  mak- 
ing.     Advertisements   of 
this  nature  are  destined  to 
have  an  effect  in  any  ad- 
vertising campaign.   It  is 
not    that    all    advertise- 
ments gotten  out  should 
teem  with  this  particular 
quality    of    imagination, 
but  it  is  preferable  in  ad- 
vertising any  article  that 
this  kind  should  be  intro- 
duced     occasionally      to 
break  the  monotony  and 
allow  individuals  to  revel 
in  the  purely  imaginative. 
Attention  to  human   in- 
terest    is     thus     concen- 


Chocolate 
Soldier 


^TheQuality  Sentry 
am  I; 


if  they  aren^t  fresh 
1  don't  pass  them  by. 
Perfection  they  shoW, 
Or  to  Limbo  they  go. 
For  I  must  keep  the  Morse  standard 
high." 


Wnh 


Soft,  fluffy  cream  centers  with 
blankets  of  rich,  thick  milk 
chocolate:.  Each  piece 
wrapped  in  waxed  paper- 
marked  with  the  name  of  the 
flavor.  Look  for  the  red  box 
and  the  name  "Morse V* — at 
your  dealer's. 

—  The  A.  G.  Morse  Co. 

Chicago 


Fig.   20. — Diminution  of  tho  sizo  of  an  object  used 
with  a  playful  and  pleasing  effect. 


64 


IMAGINATION 


IvorySoap— it  keeps  the  nation  clean 

Every  minute  of  the  day  and  night,  Ivory  Soap 
is  being  used  somewhere,  some  way,  to  keep  our 
nation  clean. 

In  city,  village  and  on  the  farm,  millions  of  people 
start  the  day  w^ith  Ivory  Soap ;  use  it  for  the  toilet 
and  bath;  use  it  in  the  nursery  and  for  fine 
laundry  purposes;  and  end  the  day  with  it  in 
the  warm,  evening  bath. 

Throughout  the  country,  it  is  recognized  that  Ivory, 
Soap  does  exactly  what  a  soap  should  do.  It  lath- 
ers freely,  cleanses  perfectly,  then  rinses  readily— 
and    it    is    pure— harmless    to    skin    and    fabric. 


IVORY  SOAP 


.  99^^  PURE 


Fig.  21. — Imagination  here  both  enlarges  and  reduces  the  things  of  ordinarj-  life. 

trated,  a  factor  which  results  in  a  broader  interpretation  of  a 
specific  thing. 

Morse's  Chocolate  advertisement  (Fig.  20)  is  one  quick  to 
catch  our  imagination.    The  ability  of  a  soldier  so  to  diminish 


APPRECIATION  OF  ADVERTISING  ART  65 

himself  in  size  as  to  be  able  to  balance  liiniselt'  upon  a  chocolate, 
does  not  tend  to  discount  the  value  of  the  chocolate,  but  playfully 
to  associate  the  chocolate  with  our  past  knowledge  of  a  play 
known  as  ''  The  (^hocolate  Soldier/'  The  ideas  of  our  past  are 
thus  called  into  an  imaginative,  composite  picture  of  Morse's 
chocolate. 

The  Ivory  Soap  advertisement  (Fig.  21)  teems  with  large- 
ness of  view\'  There  is  that  which  is  positively  fascinating  when 
one  contemplates  the  entire  world.  As  the  hand  projects  itself 
from  the  dark  distance  toward  the  earth,  containing  therein  an 
enormous  cake  of  Ivory  soap,  suggested  cleanliness  covers  the 
entire  continent.  We  are  tilled  with  varied  thoughts,  each  one 
of  which  tends  ever  to  associate  itself  about  the  desirable  use 
of  Ivory  soap.  This  advertisement  is  really  a  combination  of 
the  power  of  the  imagination  to  separate  parts  of  concrete 
objects  as  well  as  to  enlarge  the  size  of  an  object. 

QUESTIONS' 

1.  VThRt  qualifications  are  essential  in  the  progressive  advertiser's  career? 

Does  plasticitv  co-operate  with  these  factors? 

2.  How  can  the  imaginative  advertiser  educate  and  bring  into  closer  har- 

mony people  of  different  natures,  countries,  and  environment? 

3.  Name  the  powers  of  imagination.    To  what  classification  does  the  utilizer 

of  past  experience  belong? 

4.  When  can  the  power  of  imagination  destroy  identity?    Illustrate. 

a.  Discuss  the  advertiser  vs.  the  artist.     Suggest  an  equitable  solution  to 
their  existing  animosity. 

0.  Can  you  mention  any  great  achievement  or  any  great  man  who  did  not 

possess  the  powers  of  imagination? 

PROBLEMS 

1.  Do  vou  consider  it  a  wise  policy  to  introduce  imaginative  characteristics 

in  the  advertisements  of  a  firm  whose  policy  lias  alwa.vs  been  prone  to 
stick  to  the  practical  features  of  advertising?     Discuss. 

2.  Outline  a  brief  advertising  campaign  wherein  you  have  created  an  indi- 

vidual with  a  changing  identity. 

3.  Present  five  illustrations  where  the  powers  of  imagination  have  entered 

into  the  several  different  fields  of  business. 

4.  Do  you  think  the  American  advertiser  takes  his  work  too  seriously?    Com- 

pare  typical    foreign    advertisements    with    ours    for    the    purpose    of 
determining  imaginative  qualities.  i  •     •+ 

5.  Draw  a  concrete  imaginative  advertisement  which  will  be  universal  in  its 

appeal. 

COLLATERAL  READINGS 
Psychology  and  Psychic  Culture,  Halleck,  Chapter  vii. 
Imagination  in  Business,  L.  F.  Deland. 

5 


CHAPTER  V 
PRINCIPLES  OF  MEMORY 

Memory  as  an  Element  of  Success. — The  mind  is  constantly 
receiving  impressions  from  the  outside  world  through  the  senses. 
These  sensations  tend  to  modify  the  structure  of  the  brain  in  the 
creation  of  what  we  call  brain-paths.  Just  as  a  paper  that  is 
folded  retains  an  impression  of  the  crease^  so  the  brain  is  marked 
by  every  impression  which  is  made  upon  it.  However,  we  are 
ever  conscious  of  the  fact  that  it  is  not  possible,  upon  every  occa- 
sion, to  recall  to  mind  the  past.  Try  as  we  might,  there  are  times 
when  our  memory  defies  a  recall ;  therefore  we  have  come  to 
say  that  he  who  can  bring  up  his  past  experience  whenever 
necessity  demands,  has  a  good  memory.  He  who  is  caught  in  the 
throes  of  forgetfulness  has  a  poor  memory.  Intelligence  always 
craves  for  the  complete  expression  of  this  ability  to  recall,  known 
as  memory. 

Significance  of  Memory  in  Advertising. — The  advertiser,  in 
the  writing  of  his  copy,  should  always  consider  the  campaign 
which  he  is  about  to  put  forth  in  connection  with  the  possible 
play  of  the  memory  in  emphasizing  need  for  his  goods.  ^^Tien 
first  impressions  of  an  advertisement  have  been  created  such 
that  the  reader  feels  himself  controlled  by  the  force  of  an  adver- 
tisement, there  should  be  such  elements  introduced  into  the  text 
of  succeeding  make-ups  as  to  remind  the  observer  of  the  past 
advertisements.  A  campaign  which  is  properly  analysed  from 
the  memory  standpoint  should  show  the  effect  of  the  past  to  con- 
trol men's  actions  even  when  the  printed  page  is  not  before  them. 
For  instance,  a  young  married  woman  has  entered  a  grocery  store 
for  her  first  household  purchases.  She  has  never  before  seriously 
considered  the  possible  different  brands  of  goods.  When  the 
clerk  asks  wdiat  kind  of  breakfast  food  she  desires,  the  chances 
are  that  Cream  of  Wheat  will  be  one  which  she  remembers  as  hav- 
ing definite  qualities.  She  has  become  acquainted  with  the  name 
^^  Cream  of  AMieat  "  through  advertising,  and  at  this  particular 
moment  of  need  her  mind  tends  to  reflect  back  to  the  past.  There 
is  a  certain  drug  store  which  depends  upon  memory  to  assist  in 
66 


ESSENTIAL  FACTORS  OF  MEMORY  67 

many  sales.  For  instance,  when  a  purchaser  enters  the  store  and 
asks  for  tooth  powder,  the  clerk  is  instructed  to  say,  "What  brand 
or  niake^"  This  druggist  maintains  that  people  naturally  do 
not  like  to  appear  ignorant  regarding  a  proposition  and  that  the 
usual  tendency  is,  immediately,  to  name  the  brand  with  which 
they  are  best  acquainted.  If  the  business  world  would  take  time 
and  patience  to  test  the  public  in  its  purchases,  to  find  what 
names  cling  in  the  minds  of  particular  groups,  we  should  be  in  a 
position  to  judge  somewhat  regarding  the  thoughts  of  the  multi- 
tudes as  formulated  by  extensive  advertising. 

Maximum  Memory  Value. — ^Vny  persistent  advertisement 
may  at  some  stage  be  said  to  have  reached  its  maximum  memory 
value  in  its  various  kinds  of  appeal.  When  your  advertisement, 
above  all  competitors,  tends  to  come  quickest  to  the  mind  of  a 
given  group  in  the  choice  of  a  particular  brand  of  goods,  this 
stage  has  been  reached.  The  question,  therefore,  which  each  adver- 
tiser should  ask,  in  reviewing  the  copy  which  he  has  written, 
is:  Do  I  have  those  elements  within  my  copy  ivhich  help  people 
better  to  remember  my  goods? 

Wide  Scope  of  Memory. — The  subject  of  memory  involves 
all  the  qualities  of  the  human  mind.  If  an  advertising  stimulus 
is  presented  w^hich  can  call  up  many  pictures,  each  of  which  tends 
to  enforce  the  argument  desired  to  be  impressed  upon  a  given 
group,  that  advertisement  has  within  it  real  memory  quality. 
It  is  readily  seen  that  a  single  advertisement  presented  may  have 
within  it  the  possibility  of  continuing,  for  some  time,  the  thought 
of  an  individual.  Take,  for  instance,  the  famous  Ben  Ilur  elec- 
tric light  sign  advertisement  once  presented  in  Xew  York  City. 
Here  we  have  recalled  the  picturesque  events  of  Roman  days, — 
a  form  of  enjoyment  and  a  kind  of  life  which  appeals  vividly  to 
the  imagination.  We  find  ourselves  unconsciously  reviewing  all 
of  the  past  history  we  have  ever  possessed.  Certainly,  many 
an  individual,  if  he  has  never  read  Ben  Ilur,  must  in  a  measure 
be  inclined  to  get  at  the  source  of  so  great  and  effective  an  allusion. 

Essential  Factors  of  Memory. — lu  considering  the  ques- 
tion of  memory  six  factors  present  themselves,  which,  if  per- 
sistently used,  cannot  fail  to  impress  one  with  the  continuity  of 


J58  PRINCIPLES  OF  MEMORY 

an  advertising  campaign:  repetition,  poetry,  intensity,  associa- 
tion, ingennity,  imagery. 

Repetition — Identity. — First  there  is  repetition.  Constant 
repetition  cannot  fail  to  force  itself  into  final  conscious  recog- 
nition. The  world  about  us  is  filled  with  a  multitude  of  fac- 
tors which  to  many,  during  certain  periods  of  life,  have  no 
recognition  as  existing.  Yet  these  same  things  are  recognized 
by  many  others.  However,  occupying  a  persistent  place,  though 
insignificant,  the  mere  fact  of  their  being  must  finally  react  upon 
the  human  mind  for  recognition.  But  the  advertiser  who  wishes 
quick  returns  is  not  satisfied  with  modest  copy  and  seeks  to 
introduce  such  elements  into  the  make-up  as  will  force  recog- 
nition. Repetition,  as  intimated  above,  depends  upon  the  past  to 
enforce  the  present;  consequently,  when  advertisements  appear 
successively  by  a  single  concern,  howsoever  small,  there  should 
be  an  element  of  identity  common  to  all  of  the  advertisements. 
A  common  identity  is  the  bond  which  unites  the  entire  campaign 
and  at  the  same  time  enforces  memory.  Again,  by  way  of  inten- 
sive analysis,  it  must  be  stated  that  whenever  that  which  is 
obscure  does  come  to  one's  attention,  the  chances  are  that  it 
will  be  remembered  afterwards.  There  are  many  small  adver- 
tisements in  every  magazine  whose  appeal  to  the  eye  is,  at  first 
glance,  lost  by  hundreds  of  people.  It  may  be  that  six  months 
go  by  until,  by  some  peculiar  combination  of  circumstances,  that 
particular  announcement  is  most  vividly  brought  into  recog- 
nition. AATien  this  happens,  the  reader  is  conscious  of  the  fact 
that  he  has  in  a  certain  hazy  manner  already  become  familiar 
with  its  contents,  yet  has  not  consciously  related  himself  to  its  ex- 
istence. I  should  say  that  the  poorest  kind  of  advertising,  if  used 
persistently  w^ith  a  common  identity  running  throughout  the 
entire  campaign,  would  at  least  bring  uniformity  of  replies. 
On  the  other  hand,  a  campaign  poor  in  make-up,  in  that  there  is 
not  a  common  identity,  would  be  rather  spasmodic  in  its  returns. 
It  would  seem  that  the  old  maxim,  "  If  at  first  you  don't  succeed, 
try,  try  again,"  is  true  regarding  the  poorest  repetition.  This 
of  course  only  means  that  it  is  better  to  do  even  a  small  amount 
of  poor  advertising  than  not  to  advertise, 


REPETITION  ENGENDERS  THE  IDEA  OF  SUCCESS         69 

Identity  which  forces  memory  is  to  be  seen  in  snch  advertise- 
Qients  as  ''  Gold  Dnst/^  "  Sapolio/'  ''  Ivory  Soap,"  ''  Fairy 
Soap,"  ''  Quaker  Oats,"  ''  ( ^ream  of  Wheat,"  and  so  on  down  the 
list.  When  the  ''  Sapolio  "  advertisements  picturing  ''  Spotless 
Town  "  were  thrust  before  tlie  attention  of  the  public,  they  fas- 
cinated because  of  their  uniqueness.  When,  however,  the  public 
had  apparently  become  accustomed  to  the  copy,  the  company 
withdrew  the  advertising  matter.  There  was  then  a  lapse  of  sev- 
eral years  before  its  reappearance.  Personally,  I  had  never  for- 
gotten the  first  ''  Spotless  Town  "  copy  and  I  found  myself 
wondering  if  it  would  again  be  used.  This  excellently  illustrates 
how  a  remarkable  idea  used  periodically,  even  including  the  idea 
of  years  in  its  presentation,  can  form  a  continuous  effective 
thought  for  humanity.  A  new  generation  comes  into  conscious- 
ness "every  so  often  and,  upon  this  theory,  this  newer  generation 
is  introduced  to  a  new  idea,  Avhile  those  who  have  been  pleased  in 
the  past  are  glad  to  greet  it  again  as  an  old  acquaintance.  It  is 
said  that  the  skating-rink  craze  can  be  depended  upon  to  bring 
a  good  livelihood  to  its  promoters  if  they  periodically,  every  seven 
years,  introduce  roller  skating  to  the  community  or  the  country. 

Repetition  Engenders  the  Idea  of  Success. — Again,  repe- 
tition tends  to  engender  in  the  mind  the  idea  of  success.  What- 
ever is  consciously  repeated  seems  to  be  holding  its  own  in  the 
world.  When  campaigns  have  been  pursued  persistently  and  are 
then  dropped  out  of  the  public  mind,  there  is  immediately  a 
question  as  to  whether  or  not  failure  has  been  encountered.  If, 
however,  at  the  psychological  moment,  a  new  advertising  cam- 
paigii  is  suddenly  and  effectively  thrust  before  the  public,  to  be 
followed  by  conservative  and  regailar  advertisements,  the  public 
is  at  least  "^interested.  On  the  other  hand,  if  the  campaign  dis- 
appears entirely,  non-success  is  often  the  interpretation  of  what 
has  happened ;  and  such  associated  ideas  are  inhibitive  factors 
not  desirable  in  connection  with  any  advertising  picture. 

It  is  said  that  a  certain  physician  in  a  country  community 
had  not  been  as  successful  as  he  wished.  He  conceived  the  idea 
of  placing  himself  in  attention  before  the  people  of  his  particular 
section,  so  he  began  to  take  drives  in  all  directions.    The  farmers, 


70  PRINCIPLES  OF  MEMORY 

seeing  hinx  continuously  on  the  movej  began  to  draw  conclusions. 
They  said,  "  Doctor  X.  must  be  in  great  demand,  for  he  seems 
ever  to  be  hastening  to  see  some  one.  However,  we  do  not 
hear  of  deaths.''  It  being,  too,  a  time  when  the  telephone  service 
was  not  in  vogue,  he  was  exceptionally  fortunate.  As  no  com- 
plaints were  ever  centered  against  Doctor  X.,  it  therefore  be- 
came a  conviction  that  he  must  be  a  good  physician.  The  effect 
of  this  was  to  consider  the  passing  of  Doctor  X.  as  an  appropriate 
time  when  advice  might  be  sought  regarding  minor  sicknesses.  It 
is  said  that  Doctor  X.'s  practice  soon  grew.  This  instance  illus- 
trates the  maxim,  "Xothing  succeeds  like  success,"  and  somehow 
or  other  success  often  depends  upon  repetition.  To  get  a  recog- 
nized standard  into  the  public  mind  should,  in  its  first  steps,  be 
the  object  of  advertising.  The  business  world  can  tell  innumerable 
stories  of  concerns  which  have  won  the  public  mind  through 
advertising  and  whose  popularity  began  to  wane  upon  the  with- 
drawal of  advertising.  Competition  is  what  keeps  things  mov- 
ing. Competition  is  emphasized  through  repetition.  ^ATien 
once  this  fact  is  lost  sight  of  by  an  unguarded  merchant,  his 
competitor  has  had  a  chance  to  gain  a  hearing  and  possibly 
has  won  the  day.  Water  allowed  to  drop  regularly  upon  a 
rock,  howsoever  small  the  drop,  soon  wears  away  the  stone. 
The  first  drop  is  not  so  powerful,  but  the  added  drops  bring- 
to  pass  the  seemingly  impossible. 

Comparison  of  Daily,  Weekly  and  Monthly  Repetitions 
of  Advertisements. — Let  us,  on  the  basis  of  the  theory  derived 
from  a  close  analysis  of  general  conditions,  discuss  the  subject 
of  daily,  weekly  r.nd  monthly  repetitions  of  advertisements. 
This  discussion  at  least  furnishes  material  with  which  to  get 
at  the  truth.  It  is  not  to  be  considered  at  all  final,  but  is  a 
suggestion.  Suppose  you  wish  to  select  eighteen  days  during 
a  particular  period  of  the  spring  in  which  to  sell  motor- 
cycles. The  question  is  asked :  Would  it  be  better  to  run  the 
advertisement  continuously  for  eighteen  days  or  every  other  day  ? 
Again,  with  the  expense  the  same,  would  you  rather  have  an 
advertisement,  twice  the  contemplated  size  for  daily  use,  every 
other  day  ?    Carrying  out  the  theory  of  repetition,   the  same 


REPETITION  DIFFERENTIATED  FROM  SAMENESS         71 

page  position  should  preferably  be  used  in  either  event. 
Once  seen  on  a  certain  page  the  fact  of  its  being 
repeated  emphasizes  further  its  importance.  People  uncon- 
sciously expect  it  to  be  there.  Constant  repetition  should 
In  time  force  recognition  of  its  being  there.  But  if  doubling 
the  size  of  the  advertisement  gives  decided  attention  qualities, 
making  positive  what  already  tended  toward  indefiniteness, 
then  the  ''  everv-other-day  "  program  would  be  better.  In  this 
case  repetition  has  been  emphasized,  and,  by  reason  of  the  added 
stimulation  thru  the  increase  in  size,  has  increased  its  memory- 
value.  On  the  other  hand,  given  copy  which,  although  small, 
is  decidedly  individualistic,  its  constant  repetition  should  also 
be  effective.  Money  limitations,  of  course,  check  all  advertisers 
in  their  desires.  AYhatever  the  limitations,  this  theory  is  sug- 
gested: Any  advertisement  possessing  qualities  ivhicli  gain  the 
attention  should  he  repeated  not  so  much  constantly  as  con- 
tinuously, ivitli  such  lapses  as  loould  tend  to  reinforce  memory 
ivith  the  idea  of  success,  rather  than  even  the  slightest  positive 
suggestion  of  failure.  AYe  must  remember  that  many  two-inch 
advertisements  have  the  quality  of  getting  results,  whose  cumu- 
lative effect  is  based  upon  repetition  and  certain  preperceptive 
elements  of  human  nature,  rather  than  excellency  of  display 
or  emphatic  copy.  Again,  some  kinds  of  enterprises  need  larger 
spaces  than  others  to  give  required  infonnation.  Human  nature 
is  related  to  a  dignity  interpretation  of  itself.  It  wishes  a 
nicety^  of  adjustment;  therefore,  repetition  which  tends  to  affect 
one  with  dignity,  also  has  the  power  to  assist  in  creating  a  vogue. 
Repetition  Differentiated  from  Sameness. — We  must  re- 
member, however,  that  repetition  i^  not  sameness.  If  at  this 
moment  you  were  to  walk  into  my  office,  you  who  entered  a 
year  ago,  the  chances  are  that  you  would  have  a  different  suit, 
hat,  and  even  a  changed  expression  on  your  face.  Nevertheless, 
whatever  changes  have  been  wrought  by  passing  events,  there 
would  still  be  enough  of  you  to  gain  immediate  recognition. 
The  advertiser  must  try  to  keep  an  identity  in  the  minds  of 
the. public,  preferably  an  identity  which  does  not  confuse  itself 
with  that  of  a  competitor. 


72 


PRINCIPLES  OF  MEMORY 


*^A      ^J      X''  American   ^^| 

A.D.  A  ^,t^^^  Cheques 


The  sale  of  "A.  B.  A."  Cheques  for  use  throughout  the  United 
States  continues  as  usual,  and  the  cheques  are  affording  to 
travelers  in  "the  States*'  their  customary  service  of  protection  and 
convenience  in  respect  to  money  matters. 

The  sale  of  "A.  B.  A."  Cheques  for  foreign  use  has  been  dis- 
continued  temporarily,  it  being  impossible  to  give  positive  assur- 
ance to  tourists  that  travelers'  credits  will  be  uniformly  honored 
abroad  at  all  places  under  conditions  which  change  from  day  to  day. 

Through  the  co-operation  of  the  Officers  of  the  United  States 
Government,  Committees  of  Bankers  in  New  York,  London  and 
Paris  were  enabled  in  a  very  short  time  to  perfect  arrangements 
for  protecting  all  forms  of  travelers'  credits  issued  by  American 
institutions  and  firms;  and  holders  of  travelers'  cheques  and  letters 
of  credit  have  been  by  thir>  means  relieved  from  the  serious  conse- 
quences of  the  sudden  paralysis  of  customary  banking  facilities 
abroad. 

As,  soon  as  conditions  warrant,  the  sale  of  "A.  B.A."  Cheques 
for  use  abroad  will  be  resumed. 


BANKERS  TRUST  COMPANY,  Trustee 
New  York  City 

Fig.  22. — The  repetition  of  increasing  note  values  herein  impresses  the  memorj', 


INTENSITY  73 

Poetry. — Another  impressive  form  of  repetition  is  to  be 
found  in  the  nse  of  poetry.  Human  nature  has  a  tendency 
to  respond  to  the  rhyme  and  the  rhythm  of  words.  The  bards 
of  Homeric  times  sang  their  stories  of  bravery  and  valor  in 
rhyme,  and  they  were  hearkened  to  by  peasant  and  by  noble- 
man. Ifany  advertisers  have  employed  this  tendency  advan- 
tageously, until  through  the  ''  Mother  Goose  "  rhymes  of  our 
childhood,  we  have  become  acquainted  with  different  brands  of 
goods.  The  idea  of  poetry  cannot  be  disassociated  with  beauty. 
While  a  rhyme  cannot  be  said  to  be  beautiful,  yet  it  does  possess 
the  idea  of  hamiony.  Street  car  cards  have  employed  this 
method  profitably  to  instruct  the  public.  A  rhyme  skilfully 
made  tends  to  give  a  touch  which  indicates  quality.  In  dis- 
cussing rhyme,  poetry,  written  in  a  form  like  prose,  is  not  so 
effective.  Poetry,  to  be  most  impressive,  should  retain  its  poetic 
form.  Whether  we  are  conscious  of  it  or  not,  the  form  in  which 
poetry  expresses  itself  is  quite  as  necessary  as  the  rhyme, 
rhythm,  and  thought.  Fig.  22  is  an  example  where  repetition 
within  a  single  advertisement,  once  catching  the  eye,  tends 
most  effectively  to  direct  our  after-memory  processes. 

Intensity. — The  second  factor  in  memory  is  intensity. 
The  degTee  of  intensity  decides  the  depth  of  the  impression  made 
and  accordingly  tends  to  fix  its  hold  on  the  memory.  We  have 
already  learned  that  for  advertising  there  is  need  for  atten- 
tion elements.  Everyone,  to  get  at  the  gTeatest  intensity,  should 
seek  for  the  superlative  degree  of  these  attention  elements. 
Intensity  should  be  considered  with  respect  to  the  following: 
first,  color  effects,  contrast,  and  harmony  within  the  advertise- 
ment itself;  second,  contrast  and  harmony  on  the  particular 
page ;  third,  styles  of  type,  and  the  presentation  of  the  goods. 

We  should  remember,  with  respect  to  our  experiences  in 
life,  that  there  are  three  natures  which  are  met  with  in  human 
experience.  One  is  the  physical,  another  that  of  feeling  or 
sentiment,  and  last,  that  of  the  intellectual.  Or,  again,  we  may 
appeal  to  factors  relating  respectively  to  body,  mind  and  soul. 
Consequently,  the  subject  of  intensity,  in  connection  with  its 
interpretation  of  any  one  of  these  phases  of  human  experience, 
should  try  to  emphasize  the  quality  desired.  Fig.  23  is  an 
example  of  intensity. 


74  PRINCIPLES  OF  MEMORY 

Association. — The  third  factor  involved  in  memory  is  asso- 
ciation. People  remember  the  past  partly  because  of  associa- 
tions which  the  advertisement  calls  up.  ,  Association  on  the 
part  of  a  stimulus  is  determined  by  the  following  factors :  habit, 
recency,  vividness,  emotional  congruity,  comedy  and  tragedy, 
pleasure  and  pain.  When  Frederick  Cook  declared  himself  the 
finder  of  the  Xorth  Pole,  innumerable  goods  were  associated 
with  this  recent  experience  of  an  adventurer.  "When  a  life 
insurance  company,  after  a  disastrous  train  wreck,  inserts  an 
advertisement  which  associates  the  necessity  of  a  policy  with 
the  disaster,  recency  tends  to  combine  with  the  present  stimulus 
in  the  making  of  such  memory  processes  as  are  fundamental 
for  the  insurance  business.  Here  we  would  have  pleasure  and 
pain, — two  opposite  forces  vying  with  each  other  for  a  mem- 
ory impression  which  might  result  in  commercial  gain.  With 
life  insurance,  pictures  of  misery  might  prove  convincing; 
while  with  other  kinds  of  trade,  suffering  becomes  repul- 
sive. Por  example,  perhaps  few  people  would  be  pleased  with 
an  association  of  an  accident  and  the  advertisement  of  •  an 
undertaker.  To  advertise  a  competitor's  canoe  by  means  of  an 
illustration  showing  a  drowning  man,  with  copy  that  tended 
to  enforce  the  merits  of  your  canoe,  guaranteed  not  to  do  this 
particular  thing,  might  be  somewhat  effective  for  memory.  But 
how  much  better  it  would  be  to  emphasize  the  idea  of  absolute 
safety,  the  pleasures  and  peace  of  mind  aroused  with  the  thought 
of  safety  and  a  happy  environment,  rather  than  emphasize,  at 
your  competitor's  expense,  the  disastrous. 

Association:  Desirability  of  Emotional  Congruity. — Emo- 
tional congruity,  meaning  that  the  setting  in  connection  with  its 
appropriate  emotion  be  brought  out,  emphasizes  memory.  For 
instance,  at  the  present  time  a  Chicago  firm  is  attempting  to 
sell  small  farms  in  Florida.  The  associations  aroused  regarding 
Florida  are:  the  ease  with  which  things  are  grown,  the  many 
crops  within  a  single  year  and,  consequently,  the  idea  of  profit. 
But  the  promoter  is  not  satisfied  with  the  argument  for  he 
emphasizes  the  delightful  climate,  the  exhilarating  benefits,  and 


DEFINITE  STATE  OF  MIND 


75 


his  absolute  guarantee  of  success,— all  of  which  not  only  pleases 

us  economically,  but  gives  to  us  a  complete  emotional  expectation 

of  satisfaction. 

Association   Should   Arouse   a   Definite   State   of   Mind.— 

After  all,  association  as  affecting  memory  consists  in  keeping 

that  combination  of  elements 
which  arouses  a  definite  state  of 
mind,  afterwards  susceptible  to 
recall.  Even  though  an  adver- 
tisement first  impresses  one  un- 
favorably,  it  is  a   decided  im- 


EDISON 
MAZDA 


A 


Fig.  23— Not  only  is  the  memory  impressed  by  the  intensit>    of  the  Mazda  light  itselJ 
but  also  by  the  character  found  in  the  hand. 

provement  over  the  one  which  does  not  attract  at  all  It  is 
rather  remarkable  in  connection  with  the  teaching  of  advertising 
to  find  so  many  students  constantly  bringing  certain  advertise- 
ments of  apparently  successful  companies,  remarking  on  their 
poor  execution  of  an  advertising  idea.  If  an  occasional  stu- 
dent did  this,  it  would  not  be  so  remarkable;    but,  invariably, 


76  PRINCIPLES  OF  MEMORY 

in  connection  with  certain  firms'  advertising,  several  students 
will  bring  the  same  copy.  Their  criticism  is  that  the  advertising 
is  poor.  I  am  led  to  believe,  however,  that  this  copy,  howsoever 
poor  the  impression,  is  good  from  an  advertising  standpoint 
in  that  the  message  is  inevitably  gotten  over.  It  has  within  it 
a  quality  which  impresses  the  memory.  Xow,  if  a  company 
recognizing  this  poor  impression  with  respect  to  memory,  were 
to  institute  from  time  to  time  such  a  campaign  as  would  create 
exceedingly  favorable  impressions,  it  would  seem  that  the  cam- 
paign would  in  the  long  run  be  doubly  effective. 

Wrong  Association  Should  be  Destroyed. — Everv  adver- 
tiser should  at  times  take  pains  to  destroy  whatever  wrong 
associations  have  been  connected  with  his  copy.  I  have  in  mind 
a  certain  razor  company  which  doubled  the  price  of  its  blades ; 
the  announcement  w^as  intense  enough  to  cause  widespread  dis- 
content. The  writer  at  this  time  was  entering  a  complaint  regard- 
ing certain  poor  blades.  He  chanced  in  the  store  when  a  repre- 
sentative of  the  razor  company  had  been  sent  to  adjust  a  uni- 
versal complaint  of  poor  blades  in  that  particular  community. 
The  fact  of  his  presence  had  been  advertised,  and  before  long 
the  store  became  crowded  with  those  who  had  complaints  to 
make.  He  was  most  dexterous  in  his  handling  of  the  crowd. 
First  he  told  how  the  change  from  the  old  process  to  the  new 
one  necessitated  a  peculiar  manipulation  of  machinery  to  which 
the  workingman  had  not  been  previously  accustomed.  This 
accounted  for  the  poor  blades.  As  to  price,  why,  the  cost  of 
getting  out  these  blades  on  the  new  process  would  be  much 
greater.  Then  he  proceeded  to  picture  the  most  expert  men  in 
the  land  examining  those  blades  at  an  enormous  salary.  Well, 
he  changed  the  ill-will  of  people  to  acceptance  of  the  proposi- 
tion at  least.  As  for  that  particular  razor  at  the  present 
time,  the  associations  of  the  majority  with  respect  to  the  exor- 
bitant price  and  many  unsatisfactory  blades  are  not  such  as 
to  make  a  man  rejoice  in  its  possession.  That  it  is  good,  is 
indisputable.  That  it  is  not  handled  with  regard  to  a  con- 
sideration of  a  decent  price  and  a  fair  deal  for  all  interests,  is 
the  feeling  of  association  many  have  regarding  it.     We  detest 


IMAGERY  77 

being  imposed  upon.  People  cannot  be  eternally  chang- 
ing from  one  thing  to  another.  Everv  dealer  should  conduct 
his  business  on  a  basis  which  keeps  the  consumer  satisfied.  A 
recognition  of  the  worth  of  an  article  is  one  factor.  Tts  satis- 
factory marketing  and  use,  arousing  favorable  associations  in 
the  mind  of  the  people,  is  another.  Advertisers  reap  the  greatest 
results  by  combining  those  elements  so  that  the  customer's 
association-attitude  toward  the  goods  is  a  pleasant  one. 

Fig.  24  is  an  example  of  memory  probably  strengthened  by 
the  pleasant  associations  aroused. 

Ingenuity. — ^V  fourth  factor  which  exists  in  establishing  a 
memory  process  is  that  of  ingenuity.  The  stimulation  of  mem- 
ory by  employing  a  mechanical  adjustment  of  things  to  assist 
the  recollection,  is  known  as  the  ingenious  method.  By  manipu- 
lation, dates  and  numbers  are  thus  arranged,  and,  because  of 
the  nearness  to  certain  fixed  ideas,  are  forced  into  the  memory. 
"  Thirty  days  has  September,  April,  June  and  Xovember,"  is 
one  of  the  most  common  examples. 

The  use  of  the  word  ''  Uneeda  "  is  really  a  phase  of  this  kind 
of  memory.  ^^  Iwanta  "  was  not  permitted  but  was  similar  in 
contents.  A  street  car  advertising  sign  is  now  appearing  which 
consists  in  an  entire  broken  mass  of  material  to  be  united  in 
a  puzzle.  Curiosity  is  aroused.  Day  by  day  the  public  is  look- 
ing for  the  union  of  the  pieces.  Here  we  have  repetition  in  its 
constant,  individual,  yet  varying  presentation ;  association  is 
appealed  to  as  a  problem,  for  every  one  is  trying  to  associate 
the  past  to  anticipate  the  putting  together  of  the  parts.  The 
ingenuity  of  presentation  will  impress  the  advertisement  upon 
thousands  of  minds,  and  because  it  was  so  ingeniously  presented 
it  will  tend  to  be  remembered.  Thus  the  method  of  presentation 
becomes  as  great  a  factor  as  the  thing  presented.  Fig.  25  is  an 
effective,  uni(pie  method  of  helping  the  memory  processes. 

Imagery. — Another  factor  to  be  considered  in  connection  with 
memoi'v  is  that  of  imagery.  Those  advertisements  which  l)ring 
to  mind  past  experiences  do  it  through  a  recall  of  certain 
sense  impressions  we  have  had  in  the  past.  It  is  interesting 
to  know  that  wO  all  do  not  remember  things  in  the  same  way. 


78 


PRINCIPLES  OF  MEMORY 


SOLID -STEEL 


Chicago 'Toronto  Express 

Leaves  New  York  at  close  of  business  day 
for  Buffalo.  Niagara  Falls  and  the  West 

Running  mate  of  the  famous 

BLACK  DIAMOND  EXPRESS 

The  Lehigh  Valley  Railroad,  pioneer  in  the  move- 
ment for  solid -steel  trains,  now  ushers  in  a  new 
era  in  comfortable  and  luxurious  travel. 

Women  especially  will  find  night  travel  on  this  train 
as  pleasant  and  comfortable  as  on  the  most  luxuri- 
ous day  trains.  Every  comfort  and  courtesy  is  at 
their  command. 

Business  men,  after,  a  restftil  night's  sleep,  will  find 
every  convenience  with  which  to  start  the  day 
refreshed  and  well  groomed.  A  properly  cooked 
and  perfectly  served  breakfast  in  the  dining  car 
assures  that  satisfied  feeling  necessary  to  a  day's 
work  or  a  day's  pleasure. 

NO  EXTRA  FARE  ON  tHIS  TRAIN 

If  you  go  on  the  Lehigh  you  will 
.return  on  the  Lehigh 

LEAVE 

New  York,  West  23cl  St.  Ferry  S.50  P.M. 

"              Liberty  St.  Ferry      .  6.00  P.M. 

Jersey  City,  Jackson  Ave.  •        •  6.21  P.M. 

Newark 6.40  P.M. 


ARRIVE 

Buffalo         .... 

6.4S  A.M. 

Niagara  Palb    .      .      . 

7.10  A.M. 

Toronto        .... 

10.08  A.M. 

Chicago       •      .      •      • 

6.55  P.M. 

Fig.  24. — Here  the  delights  of  mountain  scenerj-  are  suggested  along  with  travel. 


IMAGERY 


79 


smois 


HSHAIS 


For  instance,  if  asked  to  visualize  the  breakfast  table  of  this 
morning,  some  people  would  not  be  able  to  call  up  the  picture,  but 
would  have  to  depend  on  thought  regarding  each  article.     To 
many  the  picture  of  one  seated  at  the  piano  would  associate  itself 
with  some  melody.    The  melody  would  surely  come  if  a  familiar 
tune  were  suggested.     A  street  car  advertisement  consists  of  a 
group  of  young  fellows  about  a  table  drinking.    The  w^ords  ''  And 
there's  always  fair  weather.  When  good  fellows  get  together," 
are  so  placed  as  to  command  at- 
tention at  first  glance.     Almost 
immediately   the   motif   of   the 
song  conies  to  mind  and  you  con- 
tinue on  to  the  close.    The  words 
of  a  song  unkno^vm  or  inappro- 
priate would  detract  considera- 
bly from  the  illustration.     The 
words     "  Dropping,     dropping, 
hear  the  pennies  fall  "  come  to 
mind.     It  is  readily  recognized 
as    an    ancient    Sunday-School 
hjTiin.     We|||fcp.  also  hear  the 
pennies  fall  ^P  the  box  and  the 
clink  of  the  coin  as  it  is  passed 
about  the  class.     This  is  known 
as  auditory  imagery  or  the  abil- 
ity  to   remember    sounds.     We 
also  have  visual  imagery  to  re- 
call the  appearance  of  things; 
muscular  imagery  to  recall  the 
sensations  of  weight  or  pressure ;  giistatory  imagery,  which  is 
calling  up  our  taste  sensations ;  olfactory  imagery  to  bring  up  our 
past  experience  of  smell. 

Knowing  that  whole  classes  of  people  find  it  impossible  to 
recall  the  past  with  respect  to  the  images  of  any  given  sense 
experience,  the  advertiser  should  constantly  change  his  method 
of  appeal.  ''  Be  all  things  to  all  men  "  when  the  history  of  a 
particular  advertising  campaign  is  written. 


STYLISH 


STOUTS 


Fig.  25. — Ingenuity  of  arrangement 
forces  particular  attention  involving  the 
memory  process. 


80  PRINCIPLES  OF  MEMORY 

QUESTIONS 

1.  What  relation  exists  between  past  experience  and  recall? 

2.  Wlmt  is  an  essential  qualification  of  intelligence?     Explain. 

3.  When  has  an  advertisement  .eached  its  maximum  memory  value? 

4.  Name  six  factors  which,  wlien  persistently  employed,  determine  the  con- 

tinuity of  a  campaign. 

5.  Name  the  bond  which  unites  the  entire  campaign  and  at  the  same  time 

enforces  memory. 

6.  What  part  does  "  aflfecting  one  with  dignity"  play  in  creating  a  vogue? 

7.  Differentiate  between  repetition,  sameness,  and  identity.     What  is  the 

value  of  a  common  identity  in  advertising? 

8.  What  form  of  poetry  is  most  effective  in  advertising? 

9.  Into  what  three  natures  can  the  bulk  of  mankind  be  catalogued? 

10.  Association,  on  the  part  of  a  stimulus,  is  determined  by  what  factors? 

11.  Is  it  ever  permissible  to  employ  advertising  copy  that  impresses  unfavor- 

ably ? 

12.  Relate  the  different  forms  of  imagery. 

PROBLEMS 

1.  After  force  has  gained  the  public's  initial  attention,  discuss  what  ele- 

ments should  be  introduced  in  succeeding  make-ups. 

2.  Analyse  some  current  campaign  from  the  memory  standpoint:   show  by 

illustration,  how  the  effect  of  past  experience  controls  men's  actions. 

3.  If  repetition  depends  upon  the  past  to  enforce  the  present,  explain  how 

this  best  can  be  obtained  in  an  advertising  campaign. 

4.  Discuss:   '*  It  is  better  to  do  a  small  amount  of  poor  advertising  than 

not  to  advertise." 

5.  When   a   new  generation   is   born   into   consciousness,   how   should   the 

efficient  advertiser  construct  his  copy  so  as  to  solicit  the  interest  of 

the  new  generation,  and  at  the  same  ^^£erception 

time,  please  the  old  ?  ^aHj^^^ 

fi.  From  the  standpoint  of  the  advertiser,  attk^^^B  \tri\ngle 

interpret     the      following     Attention  ^l^^^r       v 

Triangle  in  terms  of  memory  percep-  ^ ^  b  p    , 

tion.  Stimulus— ^E^p^^i^^^^ 

7.  WTiich  profits  the  advertiser  more,  competition  or  co-operation?  Why? 

8.  Discuss   *'  constantly  "  vs.   "  continually  "  as  regards   repetition   in   an 

advertising  campaign. 

9.  Debate  the  question:  Advantages  of  favorable  and  unfavorable  impress- 

ions created  by  copy. 

10.  Discuss  ingenuity  and  create  an  ingenious  factor  for  a  campaign. 

11.  Determine  whether  there  is  any  connection  between   imagery  and  the 

senses. 

12.  As  perceptions  are  not  interpreted  in  the  same  way  by  all  people,  discuss 

the  significance  of  the  advertisers^being,  "  all  things  to  all  people." 
Is  this  plasticity? 

13.  Create  a  series  of  breakfast-food  street  car  cards  to  be  placed  in  New 

York  City  which  regard  memory.    Analyse  the  following  factors: 

1.  Number   of   cards;    2.   Number   oi   street   cars   in   which   to   be 
placed;   3.  Time  to  be  run. 

14.  You  are  about  to  create  a  minimum  series  of  cards  for  an  imaginary 

liniment  to  be  run  for  six  months  of  the  year  in  New  York  street  cars. 
This  series  is  to  be  based  on  memory  appeal.  Analyse  the  factors 
involved  in  the  process. 

COLLATERAL  READINGS 
Bbiefer  Course  in  Psychology,  Wm.  James,  C!i&>pter  x^li. 
The  Theory  of  Advertising,  Walter  Dill  Scott,  Chapter  xiii. 


V 


CHAPTER  VI 

ATTENTION 
Attention:   Fundamental   Factor   in   Successful   Advertis- 
ing.— The  fundamental  mind  factor  in  all  auecessful  advertising 
has  been  explained,  when  we  sav  that  the  manufacturer  or  mer- 
chant under  discussion  has  gotten  the  attention  of  his  crowd. 
On  the  other  hand,  it  is  conceivable  that  a  given  business  gets 
the  attention  of  a  crowd  without  being  successful  financially. 
That  attention  is  gotten  at  all,  is  the  significant  factor.    It  means 
that  there  is  recognition  of  the  existence  of  a  thing.     To  the 
average  person,  the  multitude  of  tiny  insects  that  are  running 
thru  the  meadow  grasst^s  is  unknown.     If  you  were  to  stretch 
yourself  upon  the  ground,  fixing  your  eyes  upon  the  grass,  a 
procession  of  life  never  before  realized  would  soon  begin  to  troop 
before  your  gaze.    As  your  interest  continued,  some  one  species, 
because  of  form  oddity,  peculiar  color,  or  curious  performance, 
would  hold  your  attention.     In  the  same  way  people  are  born 
into  the  appreciation  of  an  advertising  realm.     Advertisements 
appear  upon  every  hand ;  yet  it  is  astounding  the  comparatively 
few  which  g^^^centrated  attention.    To  the  student  of  adver- 
tising it  is^^^^lb'^^ning  to  contemplate  the  millions  of  dollars 
used  to  tellJBBjP bout  products  without  gaining  the  courteous 
attention  of  more  than  a  few.    Xo  wonder  that  the  average  busi- 
ness man  looks  with  reverence  at  an  advertiser  who  comes  into 
his  establishment  and  triples  the  sales  within  a  year's  time. 
Such  an  advertiser  is  often  regarded  as  possessing  a  Heaven- 
sent wand  which  thus  opens  the  door  of  commercial  opportunity. 
Analysis    of    an    Advertisement    from    Attention    Stand- 
point.— A  scientific  analysis  of  any  advertisement  must  begin 
with  the  questions,  "  Is  my  advertisement  of  such  a  nature  that 
people  are  reading  it  ?     Are  they  having  impressed  upon  them 
the  fact  of  the  existence  of  my  article  ?     Are  they  inclined  to 
reject  or  to  accept  it  ?  "     If  these  three  questions  are  answered 
in  the  affirmative,  complete  attention  value  may  be  said  to  have 
been  attained.     //  people  are  not  purchasing,  yet  the  advertise- 
ment is  well  Jcnown,  at  least  the  attention  value  is  not  to  he 
6  81 


82  ATTENTION 

condemned,  and  the  advertiser  must  search  elsewhere  for  the 
difficidti/. 

Relation  of  Attention  to  Sensations  and  Association  of 
Ideas. — Attention  relates  itself  to  two  sets  of  experiences.  The 
possibility  of  paving  attention  to  anything  at  all  is  immediately 
due  to  the  fact  that  a  sense  organ  is  acting.  Without  a  sense 
organ  we  should  not  have  the  means  of  becoming  conscious  of  a 
thing.  Hence  a  study  of  sensation  in  connection  with  our  appre- 
ciation of  any  advertisement  is  vital.  But  the  sense  of  sight  is 
the  means  by  W'hich  the  greater  amount  of  advertising  is  brought 
to  our  attention.  Thus  an  intensive  study  of  the  laws  which 
govern  sight  becomes  a  necessity.  The  eye  itself,  in  its  various 
movements,  should  be  analysed  in  connection  with  any  advertise- 
ment to  find  out  whether  the  make-up  of  that  advertisement  is 
such  as  to  encourage  or  to  discourage  attention.  So  attention, 
on  the  one  hand,  must  consider  the  question  of  eye  adjustment 
to  the  advertisement.  A  second  factor  which  enters  into  the 
experience  of  continued  attention  is  mental  in  nature.  As  soon 
as  the  eye  comprehends  the  form  of  a  thing  by  means  of  eye 
movement,  ideas  begin  to  associate  themselves^^^^  this  associa- 
tion of  ideas  is  such  as  to  please,  then  my  m|^^^K  well  as  my 
physical  attention  is  likely  to  continue.  ^^^B 

Facility  of  Eye  Adjustment. — Mental  pleaSe,  however,  is 
not  the  only  experience  in  our  perception  of  an  advertisement. 
Eye  movement  in  its  comprehension  of  the  form  or  content 
arrangement  of  an  advertisement  is  also  capable  of  producing 
a  pleasant  feeling.  The  stroking  of  a  dog  gives  a  pleasing  sen- 
sation to  the  sense  of  touch  quite  as  pronounced  as  the  idea  of 
affection  and  friendship  indicated  by  his  wagging  tail.  Thus 
it  would  seem,  that  the  advertisement  which  easily  adjusts 
itself  to  the  sense  of  sight  mechanically,  it  most  pleasing.  At 
the  same  time  if  it  arouses  thoughts  happy  in  nature,  or  rela- 
tively so,  in  connection  with  the  intended  message,  the  greatest 
attention  value  has  been  created. 

Factors  Aiding  an  Appreciation  of  Mechanical  Make-up: 
Distance. — Let  us  proceed  to  analyse  those  factors  of  eye  experi- 
ence which  assist  in  our  appreciation  of  the  mechanical  make-up 


STYLE  OF  LETTERS  AND  FORM  OF  MAKE-UP  83 

of  a(i\'ertisements.  The  distance  at  which  an  advertisement 
is  placed  from  me  decides  whether  or  not  1  shall  he  ahle  to  get 
its  message.  Many  street  car  cards  have  a  lettering  either 
so  large  or  so  small  that  the  eye  moves  quickly  on  to  another 
advertisement  whose  reading  matter  can  he  more  easily  compre- 
hended. Curiosity,  alone,  which  in  some  manner  may  have  been 
aroused,  will  often  help  to  overcome  the  physical  difficulty  in 
reading.  Xot  a  few  electric  signs  are  made  which  flash  their 
messages  all  too  quickly  for  the  average  passer-by.  The  dis- 
tance at  which  an  advertisement  is  to  be  read  by  the  average 
person  should  be  the  first  factor  considered  in  the  make-up  of 
an  advertisement.  The  type  size  should  then  be  adjusted  to 
this  distance. 

Style  of  Letters  and  Form  of  Make-up. — ^Moreover,  the  style 
of  letters  should  be  distinct  and  easily  comprehended.  The 
moment  the  reader  begins  to  consider  the  style  of  type,  before 
he  has  fully  comprehended  the  thought  of  the  advertisement, 
possible  superlative  attention  value  has  been  reduced.  Rather 
should  the  make-up  of  an  advertisement  be  so  related  that  the 
emotional  ^^jfeli^'o-  element  is  also  regarded.  For  instance, 
after  having'^^d'^one  of  the  ''  Campbell  Soup  Kid  "  advertise- 
ments, I  am  often  compelled  to  examine  the  means  by  which 
so  pleasant  an  effect  was  created.  But  it  must  be  admitted  that 
attention  can  be  favorably  obtained  otherwise.  Should  ingenu- 
ity employ  the  method  just  opposite  to  this,  or  where  the 
mechanical  form  is  displeasing,  yet  which  forces  us  to  the 
thought  of  the  make-up,  we  must  admit  that  attention  has  been 
gained  and  possibly  our  sale  accomplished.  A  misspelled  word 
will  often  gain  the  attention  where  its  correct  spelling  would  not. 
Yet  how  much  more  forceful  is  that  advertisement  which  gets 
the  attention  with  the  same  word  correctly  spelled  !  Eye  adjust- 
ment and  consciousness  of  pleasure  which  pass  into  favorable 
thought,  is  the  regular  method.  Howsoever  we  disregard  regii- 
larity,  we  should  aim  to  get  concentrated  attention.  Complete 
attention  means  that  the  entire  mechanical  make-up  of  the  adver- 
tisement has  not,  in  the  least,  conflicted  w^ith  the  comprehension 
of  the  message. 


84 


ATTENTION 


Making  Thought  Paramount.— Many  advertisements  are  so 
constructed  that  the  thought  is  paramount.  We  are  not  con- 
scious of  the  make-up.  If  such  a  message  ^^  gets  over  "  to  all 
for  whom  intended^,  it  is  good.     It  mav  be,  however,  that  the 

Fig.  26. 

VIRGINIA  COLLEGE 

FOR  WOMEN         (JUNIOR)         ROANOKE,  VA. 

One  of  the  leading-  Schools  in  the  South.  Modern 
buildings.  Extensive  campus.  Located  in  the  Valley 
of  \'iryinia,  famed  lor  health  and  beauty  of  scenery. 

Elective, 
Prepara- 
t  or  y  and 
College 
C  o  u  r  ses. 
Music,  Art, 
E  xp  r  e  8- 
sion,  Do- 
mes ticSci. 
ence.  Su- 
per visedath- 
letics.  Stu- 
dents from 
32  States. 
For  catalog 
address 

MATTIE  P.  IIAKKIS,  President,  Roanoke,  Va. 

Mrs.  Gertrude  llarris  lioatwrieht,  VIoe-Presideat 

Fig.  27. 


^^mi  !H\^^^<k 


For  Young  Women 

Located  in  the  finest  residential  section  of  the  National  Capital, 
overlooking  Dupont  Circle.  Delightful  school  life  combined  with 
Washington  advantages.  Two  years'  course  for  High  School 
Graduates.  General  and  Special  Courses.  Department  of  Domestic 
Science.  Music,  Elocution,  Modern  Languages.  Outdoor  sports. 
Sight-seeing  each  week.  $600  upwards. 
EDWARD  W.THOMPSDN.  Prin..  1601  Connecticut  Ave..  Washington.D.C. 


Figs.  26  and  27.— These  advertisements  illustrate  the  value  of  focal  point  and  eye  movement 
in  gaining  immediate  attention.     Consider  the  different  associated  ideas. 

touch  which  gives  a  feeling  of  quality  would  give  still  greater 
satisfaction.  It  is  an  intensive  regard  for  these  details  which 
helps  considerably  in  producing  individuality,  and  at  the  same 
time  results  in  added  attention  value.  Figs.  20  and  27  excellently 
illustrate  these  laws  of  distance  and  emotional  stimulation  in 


FOCAL  POINT  AND  EYE  ADJUSTMENT  85 

connection  witli  eve  adjustment:  first,  the  eye  is  not  so  well 
pleased  in  the  comprehension  of  Fig.  26  as  of  Fig.  27  because  the 
type  of  the  former  is  less  fortunately  arranged  for  a  pleasing 
eye  adjustment;  second,  the  thought  associated  with  Fig.  27 
would  he  much  more  effective  in  its  appeal,  provided  the  idea  of 
"  city  ''  is  the  preperceptive  factor. 

Fancy  Type. — Styles  of  fancy  type  not  easily  readable,  are 
to  he  discouraged,  unless  the  advertiser  intends  to  make  his 
appeal  over  a  long  period  of  time  and  wishes  through  constant 
repetition  thus  to  individualize  his  work.  Tiffany  &  Company 
and  The  Gorham  (Company,  both  dealers  in  silverware,  owe  their 
advertising  individuality  partly  to  the  style  of  type  employed. 
Taste  should  govern  the  selection  of  type  in  all  cases.  The  thing 
to  be  sold  should  be  told  in  a  type  garb  which  is  neither  over 
dressy  nor  slovenly  in  appearance.  A  dignified  announcement 
regarding  an  article  of  luxury  demands  dignity  down  to  the 
minutest  factor  of  its  make-up.  A  mechanical  journal  should 
not  be  characterized  by  fancy  types,  but  by  that  style  which 
suggests  strength  and  regularity. 

Focal  Point  and  Eye  Adjustment. — But  directly  related 
to  the  idea  of  eye  adjustment  with  respect  to  size  of  type,  ease 
of  comprehension,  and  its  consequent  pleasure,  is  the  fact  that 
attention  always  selects  some  one  point  as  a  beginning.  Gener- 
ally this  point  is  determined  by  the  ease  with  which  the  eye  can 
adjust  itself  in  competition  with  other  points  in  a  particular 
field  of  vision.  Every  good  advertisement  will,  therefore,  have 
what  is  known  as  an  initial  or  focal  point  which  demands  imme- 
diate eye  adjustment.  Other  parts  of  the  advertisement  should 
then  be  so  arranged  and  related  that  the  eye  is  mechanically,  and 
preferably  unconsciously,  forced  into  a  reading  of  the  entire 
advertisement.  If  the  advertisement  is  so  arranged  that  the  eye 
spreads  itself  in  attempting  to  begin  the  reading,  only  to  be 
caught  by  another  advertisement  whose  focal  point  seizes  upon 
its  restlessness,  the  effect  is  a  non-attentive  yet  a  possible  reader. 
Fig.  28  consists  of  two  advertisements  the  arrangement  of  which 
is  entirely  different,  but  with  attention  favoring  that  of  F.  E. 
Pierdon.      His  trade-mark  focuses  attention   immediatelv,  the 


86  ATTENTION 

eve  then  travels  either  to  the  left  or  the  right  and  finally  com- 
pletes the  reading.  That  of  A.  A.  Lnpien  is  smaller  in  size, 
has  good  arrangement^  and  correct  sized  type  as  far  as  eye  adjust- 
ment is  concerned ;  hut  in  competition  for  attention,  it  loses 
considerably  when  brought  next  to  one  which  regards  the  idea 
of  a  focal  point  and  the  logical  arrangement  of  parts. 

Unitary  Effects  in  Advertising. — This  brings  us  to  a  dis- 
cussion of  those  advertisements,  a  passing  glance  at  which  im- 
presses us  as  simple  or  complex  in  nature.     ^Y]lenever  an  adrer- 


GOi_D  AND  sil.i/e:r  f»i_axiivg 


EoouB,  lese  and  Green  G«I4 

Coloriag. 

Watch  Case  Repairing. 

Spceifllizing  ia    Me§h  Bag 

Repairing,  Refining  and 

Replating. 


Work  by  Mail  or  Express 
Retomed  the  Saae  Day. 

SEND  NOW  FOR  OUR  PRICE 
LIST. 


STAR   GOLD   and   SILVER   PLATING   WORKS  inc. 

F.    B.    PIERDON.    President 

128  Fulton  (Near  Naft^an)  NEW  YORK  EsxABUSHgp  im% 


IVIESH    B/VGS    REIF^IIVISHEID    $1.00 

We  re-silver,  re-line  (with  kid  or  silk)  and  repair  the  mesh  on  any  German  silver  mesh  ba«, 
from  6  to  7  inches,  for  $1.00;  other  bags  in  proportion.  First-class  work,  prompt  service.  Send 
pofUl  for  window  display  card  and  price  list  on  special  repairs,  such  as  gold,  gun-meUl  and 
bead  bags.  We  Repair,  Refinish  anything  in  Jewelry  and  Silverware  for  the  trade  promptly 
and   at   reasonable   prices.       Send    us  your    next  repair  job. 

/k  A  I  I  I¥^1¥^1\I  IVIANUF-ACTURER  OF  IVIESH  BAGS 
^^»  *^»  *—•*-' *^**-«^^*»   Slater  Avenue.    Pawtucket,    R.  1. 


PiQ.  28. — These  two  advertisements  differ  in  that  one  considers  the  mechanical  make-up 
to  force  attention  while  the  other  emphasizes  thought. 

tisement  is  thought  of  as  a  unit  aiul  cannot  he  easily  divided 
into  parts,  the  effect  may  he  said  to  he  simple.  Figs.  29,  30,  and 
31  show  the  development  of  arrangement  bv  the  printer  in  his 
attempt  to  harmonize  the  principle  of  eve  adjustment  to  a  focal 
point  and  to  eye  movement  that  is  pleasing  in  effect.  Fig.  29  is 
old  fashioned  in  effect ;  it  is  without  a  border,  thus  destroying 
the  sense  of  unity;  there  are  too  many  factors  emphasized  and 
not  enough  regard  for  an  initial  point  for  eye  attack.  Fig.  30 
is  still  without  a  border,  but  it  attempts  to  unify  by  means  of  the 
fancy  lines  about  the  word  '^  Craftsman."  The  new  arrange- 
ment gives  more  regard  to  varied  focal  interests,  but  altogether 


10 

> 

r 
n 

I 
n 

n 


p 

CO 

i§ 

ra 
O 

v 

^ 

;« 

•I 

t/i 

> 

s 

V 

33 

C/» 

p 

■< 

2 

to  3 

o 

C^ 

n 

11 

c 

n 

1.?^    ^=5 


3    )) 


2   (/)   o 


2.  Or 

Ifi 

S  2.  ^ 

^    CO  ^ 

-If 

0)    o 


> 
-a 

> 
z 

D 

o 

> 
C/3 


z 

O 

7= 

o 

O 

o 

> 

O 

z 


r  t 

>  = 

> 


> 

D 
Z    2 

z  « 


c 

•-J 

a. 


1 


>- 


87 


88 


ATTENTION 


is  rather  ornate,  and  hence  detracts  from  the  message  intended. 
Fig.  31  has  been  given  a  dignified  border,  has  emphasized  the 
important  thought  bv  heavv  type,  has  made  secondary  the  unim- 
portant thought  by  reducing  attention  vahie,  and  has  obsers^ed 
eye  movement.  It  is  simple  and  dignified.  Thought  and 
arrangement  are  thus  brought  into  harmony.     These  advertise- 


.THE. 
CRAFTSMAN 

For  April 

Will  contain  Illustrated  Articles  upon 

Landscape  Gardening 
Interior  Decoration 

And 

The  Art  Handicrafts 

Also,  a  Study  upon  Two  Lives  of  WllH&m  Morris, 
Art  Notes  and  Reviews  of  Recent  Books  dealing 
with  Artistic  and  Economic  Subjects     :::;:: 

THE  CRAFTSMAN  :  SYRACUSE,  NEW  YORK 

ON   SALE   HERE 


Fig.   31. — A  sense  of  unity  and  the  centering  of  attention  has  been  realized. 

ments  are  typical  of  the  process  necessary  to  produce  the  best 
effects,  and  every  advertisement  should  be  arranged  and  re- 
arranged until  a  feeling  of  harmony  results. 

Principles  of  Grouping. — It  will  be  observed  that  the  eye 
readily  adjusts  itself  to  groups  of  two's  and  three's.  Three 
seems  to  be  the  more  pleasing,  while  a  gi'ouping  of  four  is  not  so 
easily  comprehended.  The  effectiveness  of  many  advertisements 
is  destroyed  by  a  lack  of  observance  of  these  principles  of  group- 


PRINCIPLES  OF  GROUPING 


89 


O 

P 
o 

> 

o 

o 


CO      -J 


1           ^ 

1               >• 

H 

I          1      5C 

»fl  w  w 

> 

OZ2 

§5S 

V, 

1           1 

=  o  Son 
o  J:  *n  ►- 

f^ 

.^  °  >  o  o 
Zc> 

t*5  So  t*1 

o 

^2g 

b 

> 

i      D 

hS? 

?o 

H- 

^ 

90  ATTENTION 

ing.  The  balance  of  white  space  and  text  is  also  an  important 
factor:  Too  little  white  space  tends  to  lessen  the  possibility 
of  eye  adjustment  and  eye  movement.  The  eye  is  compelled  to 
search  about  instead  of  easily  and  naturally  adapting  itself  to 
the  mechanical  parts  of  the  advertisement.  ^lany  merchants 
are  appalled  by  the  appearance  of  white  space.  To  them  it  signi- 
fies a  lost  opportunity.  To  the  careful  advertiser,  however,  it 
more  often  typifies  a  sure-to-be-seen  advertisement. 

Figs.  32  and  33  excellently  illustrate  what  a  good  printer 
accomplishes  by  strict  adherence  to  these  principles  of  arrange- 
ment. Fig.  32  has  an  entirely  too  scattered  effect :  it  is  difficult 
for  the  eye  to  seize  upon  the  focal  point  in  its  comprehension 
of  the  entire  advertisement.  The  moment  we  begin  to  read. the 
improved  form,  Fig.  33,  however,  attention  sweeps  us  into 
recognition  of  the  entire  page.  The  partial  border  of  Fig.  32 
is  of  no  use,  but  creates  the  impression  that  the  advertising  mes- 
sage is  bursting  out  the  sides.  Fig.  33  shows  the  border  effect 
changed  and  yet  so  in  harmony  with  the  text  as  to  create  dignity 
and  emphasis. 

Disintegration :  Complex  Advertisements. — Advertisements 
can  he  hroJven  up  into  parts  such  that  the  reader  passes  from 
one  division  to  the  other.  These  advertisements  may  then  be 
said  to  be  complex  in  nature. 

Fig.  34  carries  out  the  idea  of  a  complex  advertisement. 
The  illustration  part,  in  the  form  of  a  letter  F,  the  rectangle 
containing  the  price,  the  blocked-off  descriptive  material,  and 
the  trade-mark — all  these  combine  to  give  us  a  complete  descrip- 
tion,of  Fairy  Soap.  The  smaller  projection  of  the  letter  F  may 
serve  to  force  the  attention  to  the  price,  or  we  may  begin  to 
read  the  description,  or  we  may  begin  most  anwhere  and  find 
ourselves  led  on  from  part  to  part  until  the  entire  advertisement 
is  comprehended.  Each  division  contains  its  message,  which  we 
interestedly  read,  and  each  division  likewise  mechanically  forces 
us  into  an  appreciation  of  the  other  division.  A  complex  adver- 
tisement, however,  has  its  dangers.  If  its  divisions  are  not  such 
as  to  lead  from  one  part  to  the  other,  or,  if  one  part  tends  to  send 
the  eye  movement  to  another  advertisement,  in  both  instances 
failing  to  give  us  a  unitary  feeling,  then  the  advertisement  loses 


DISINTEGRATION:  COMPLEX  ADVERTISEMENTS 


91 


This  handy,  float- 
ing oval  cake  of 
soap  perfection 


.  iR^AIRY  SOAP  is  good 
biylv  soap — pure  soap — the 
-  ^  best  soap  we  know  how 
to  make.  CFairy  Soap  is 
white  because  it  has  nothing 
to  hide.  No  dyes  or  strong 
perfumes  to  disguise  the  qual- 
ity of  its  ingredients.  C  Fairy 
Soap  wears  down  to  the  last 
wafer  of  the  cake — does  not 
break  like  soaps  made  in  the 
awkward,  ob- 


long bar.  It 
is  therefore 
economidal. 

THE 

N.  K.  FAIRBANK 

COMPANY 

CHICAGO 


Fig.  34. — Carrj-ing  out  the  idea  of  a  complex  advertisement. 


92 


ATTENTION 


CORTLAND  MOTOR  WAGONS 


BACKfD  BY 

FIFTY   YEARS' 

EXPERIENCE 


BUILT  BY 

CORTLAND  WAGON   CO. 


i  19U 


<y 


CORTLAND  MOTOR  WAGON  CO. 

CORTLAND,  NEW  YORK 


Fig.  35. — A  complex  advertisement  which  needs  to  be  simplified. 


Cortland  Motor  Wagons 


Built  by  Cortland  IFagon  Company 
Backed  by  Fifty   Years    experience 


1911 


Cortland  Motor  Wagon  Q)mpany,  Cortland,  New  York 


Fig.  36. — The  printer's  form  reduced  to  simplicity. 

in  effectiveness.  The  simple  advertisement,  if  tlie  unitarv  effect 
is  decided  and  forceful  in  its  thought  appeal,  is  not  thus  endan- 
gered, for  it  has  no  divisions.  Fig.  35  is  an  example  of  a  com- 
plex advertisement.  The  message  is  simple,  yet  the  original 
writer  has  tried  to  tell  his  storv  by  a  most  complex  arrange- 


DISINTEGRATION:  COMPLEX  ADVERTISEMENTS 


93 


inent.  Fig.  36  is  the  printer's  form  reduced  to  simplicity. 
The  hitter's  unitary  effect  is  decidedly  an  improvement,  and  in 
its  simplicity  and  pleasing  arrangement  produces  a  much  better 
impression  than  the  needless  complex  repetition  of  Fig.  35. 
A  complex  advertisement,  generally,  should  have  its  parts  so 


Pul/ingin 
Business 


By  oflerin^  your  customers 
diamonds  of  our  cutting  yoxi 
can  sKo-w  diamonds  tKat 
stand  you  only  the  actual 
cost  of  production,  plus  our 
modest   profit. 


R.WOOD  ca  SONS 

Diamond  Cutters 

tinperlara   of   RublM.   Cnxralda    and   SapphIrM 

2  Maiden  Lane,  tomv  ot  ito  Broadway  NEW  YORK 

Fig.   37. — Without  bordens. 


related  as  to  produce  interest  in  every  other  part.     But  where 
the  parts  are  telling  the  same  story,  as  in  Fig.  35,  we  have  affec- 


tation entering. 


All  things  being  ecjual,  if  a  complex  advertisement  can  hold 
the  eye  and  the  mind  in  a  perusal  of  its  several  parts,  in  com- 
parison with  a  simple  advertisement,  the  former  undoubtedly 
has  the  better  chance  of  arousing  a  greater  number  of  associa- 


94 


ATTENTION 


tions  in  the  mind.  Each,  however,  has  its  advantage.  The 
simple  advertisement  depends  upon  thought  expression  in  a 
unitary  mechanical  form;  the  complex  advertisement  depends 


mm^diiii' 


bn^.i«iy/ 


ON  or  about  May 
fifth  we  will  move 
to  our  New  Building  at 
one  hundred  and  nine 
East  Thirty-first  Street, 
New  York  City. 

JAPAN   PAPER  COMPANY 

Importers  of  High  Grade  Papers 

FROM  CHINA,  JAPAN,  FRANCE,  ITALY 
ENGLAND,  GERMANY,  AND  SPAIN 

NEW  YORK  CITY 


Richard  T.  Stevens 

President 


Thomas  Nast  Fairbanks 
Vice-President 


lll#ilff^##;f^ 


224] 


Fig.  38. — Clearly  defined  border  limits. 


on  two  or  more    divisions  of  itself  to  lead  to  a  unitary  effect. 

Principles  Governing  the  Use  of  Borders. — A  feeling  of 

unity  is  usually  realized  by  means  of  a  border.    A  border  keeps 

the  eye  from  wandering  to  other  parts  of  the  page  and  tends  to 


PRINCIPLES  GOVERNING  THE  USE  OF  BORDERS         95 

force  the  eye  within  its  enclosure.  It  has  the  possibility  of 
giving  individuality  as  well  as  a  sense  of  unity  to  the  text.  It 
becomes  the  factor  which  gives  form  to  an  advertisement  and 
often  has  the  effect  either  to  draw  or  repel  attention.  Two 
advertisements,  side  by  side,  one  with  and  the  other  without  a 
bordei;  are  vying  for  attention.  The  bordered  one  will  usually 
win.  The  border,  however,  should  always  be  made  subservient 
to  the  thought  of  the  advertisement.  When  the  reader  is  more 
conscious  of  the  border  than  of  the  advertisement,  and  his  atten- 


lw..hmo,orq)Ul/     II      ROUTING 

MACHINE 


Routs 

any  length 

Wood  or  Metal  SEND  FOR 

plate  not  over  9"  wide  CATALOGUE 

The  OSCO  Machine  Co.,  185  Franklin  St.,  Boston 


Fig.  39. — Broken  borders. 

tion  is  not  led  to  the  text  which  it  encloses,  the  unitary  relation- 
ship of  the  individual  parts  of  that  particular  advertisement 
has  not  been  attained.  A  border  which  is  more  attractive  within 
itself  than  the  message  which  it  contains  is  not  concentrating 
attention  for  that  particular  advertisement. 

The  use  of  a  border  should  be  determined  in  relation  to  the 
feeling  of  unity.  Whenever  an  advertisement's  unity  would  be 
created  or  emphasized  by  its  use,  then  a  border  should  be  chosen. 
The  unity  of  an  advertisement,  however,  is  often  assisted  by 
omitting  a  border.  For  instance  Fig.  37  is  an  example  where 
the  idea  to  be  carried  out  demands  a  feeling  of  space.  The 
idea  of  flying  a  kite  implies  freedom  and  space.     The  arrange- 


96 


ATTENTION 


ineiit  of  the  j^arts^  moreover,   is  s\ieli  that  a  unitary  effect  is 
retained. 

Classification   of   Borders. — Advertisements   permit   of   the 


Fig.  40. — Novelty  effects. 


following  border  classification :  first,  there  are  those  without 
borders  (Fig.  37)  ;  second,  those  with  clearly  defined  border 
limits    (Fig.    38)  ;   third,   broken   borders    (Fig.    39)  ;   fourth, 


CLASSIFICATION  OF  BORDERS 


97 


^4•^^•^i•*^4■*^f*«•**+^^f♦f^4•^^**^^^«•*J•*^^***^^*^^^^^f^^*^§•*#^^^^^^*^i•+J•**^**^4•^4•*f* 


N3 


r^ 

<^ 

^-..^^^;^^:;_ 

^"^ 

3'^   1 

~~^ 

2:r 

.2w 

r*  Z. 

"    O    c 

D-  r,  cr  ^  u  D--^  g  -• 

H!     ^sr&  =  f^3§.i 

ill 

cthingthat  pic 
For  the  show 

is  not  a  matte 
ly  or  a  month. 

change   in    fo 
not  incharacte 
e   will    always 
uty,   although 
le  same  beauty 

Ai  for  Style 

OU  ARE  SAF 

if  you  buy 

WOOLTEX 

GARMENTS 

n      -3     ^2     ""  £-^ 

3  ::. 

£g-|  3  r  =  -S  s 

44.^^4§.^4^4§-4^4f*^44-***i«-*§-***4^*<«-*4^**<4-4^*****«^4-4^*f*4^^4«-****4^*^**f*-l4-* 


n  n  n  n  nnnnunnn'nr:inunnnnnnnntxnn 


nnnnnnnnunnnntinnnnnnnnnnnnni 


i^i^i^^i^^^^^^i^^^^^^^^'^^^^^^^i^^^^^^^^i^^^^^^^^^^^^^^^^^^^^ 


0S2 


3«^ 
"  ^  ^ 


332'^ 


5-  S. 

^  c  ■ 


•3-''  5  =  3  aC^5os-t<,32 


■?^i: 


1:  =3  3 


2.  "^  JS  ■-  "a  f 


si 

1  <H- 

^rD 

1^ 

.sO 

98 


ATTENTION 


IMMlMMIMIMMMM^'EIL'l.'B'M'E'lI' 


.E'El-miJMUlMiJMIj^lMlimillMlMi 


^ .^ 


^. ^ 1^ 

wwwwM"wrtrtrfM^f^f'rfrfVfr■fr•frf^?rf^f^fMn•^r^rM 


K   H   K 


HHHHKKJiXnn 


}:t  n   n   n   }:t   }:t   }:t  K   n   H   H   n   H 


n 
n 
u 
n 
n 
n 
n 

k 

k 
k 


o  c 
ij  o 


1.^ 


^"s  r^^ 


2g?i  t^  ^ug 


^S5 
1^     . 


-^  ^  td  ■*  Ha  2^--  I 


■5<  =§i  liii 


CLASSIFICATION  OF  BORDERS 


99 


there  are  borders  which  introduce  novelty  effects  (Fig.  40)  ; 
fifth,  there  are  those  which  are  broken  in  a  manner  to  permit 
an  insertion  of  some  idea  to  be  found  within  the  text  (Fig.  41). 

Whenever  the  idea  of  space  is  desired  and  a  border  wouhl 
tend  to  destroy  this  concept,  the  entire  advertisement  should  be 
without  a  border  or  that  part  which  suggests  space.     The  idea 


WEDDING  STATIONERY 
DEPARTMENT 


Garnishes  ail  the 
required  inntations 
and  cards,  engraved 
in  the  best  manner, 
and  the  most  appror- 
ed  sttjles  of  lettering. 

Special  Price  Ust 
sent  on  recjuest. 

6lSFifthAveme 
NewYork 

Established  in  ISSg. 


FiQ.  43. — Where  an  idea  within  the  text  is  an  integral  part  of  the  border. 

of  unity,  however,  should  be  held  in  mind.  The  special  effect 
should  not  be  such  as  to  lead  one  away  from  the  thought  of 
the  advertisement.  Fig.  37  illustrates  the  effective  union  of 
space  and  thought. 

Fig.  39  is  an  example  of  the  effectiveness  to  be  obtained  bv 
breaking  the  border.     It  tends  to  create  an  atmosphere  of  free- 
dom and  slightly  to  increase  the  size  of  the  advertisement. 
7 


100  ATTENTION 

Fig.  40  introduces  a  novelty  effect  which  creates  atmosphere 
before  we  have  entered  under  the  shade  trees.  The  dignity  of 
the  outside  ett'ect  is  greatly  enhanced  by  the  announcement  of 
designs  and  engravings.  The  thought  is  -'  These  people  have 
succeeded  in  living  up  to  their  claims  of  a  beautiful  design." 
The  bottom  of  the  advertisement  is  detailed,  yet  is  quite  second- 
ary to  the  thought  of  the  text-. 

Fig.  43  illustrates  the  possibility  of  weaving  the  thought 
of  the  text  into  the  bordei.  It  is  appropriate  that  ( Aipid  should 
center  the  attention.  It  is  also  true  that  Cupid  tends  to  force 
the  attention  within  the  advertisement  itself.  The  simple  yet 
artistic  line  effect  of  the  border  is  also  in  keeping  with  the  entire 
thought  of  the  text,  as  well  as  with  the  beautiful  letters  which 
deliver  the  message. 

QUESTIOXS 

1.  Upon  what  factors  should  a  scientific  analysis  of  an  advertisement  be 

based  as  regarding  attention  ? 

2.  If  attention  does  not  bring  with  it  corresponding  financial  success,  sug- 

gest several  possible  reasons  why  this  is  true. 

3.  \Yhat  reaction  must  take  place  before  attention  comes  into  consciousness? 

4.  If  the  eye  is  the  specific  sense  organ  of  visual  sensations,  mention  some 

factors  of  eye  experience  that  the  advertiser  must  heed. 

5.  Discuss  briefly  the  following  forces  in  attention  value:  numerical  groups, 

relief  spaces,  borders,  focal  point,  and  geometrical  figures. 

6.  A  woman   recently   entering   a    street   car   exclaimed,   "]\Iy!      \Miat   an 

attractive  advertising  border.  I  must  copy  the  design,"  '  Question  the 
psychology  of  the  advertisement. 

7.  What  is  the  customary  movement  of  eye  exploitation?     Suggest  how  you 

would  psychologically  utilize  this  movement  in  advertising. 

PROBLEMS 

1.  Locate  an   advertisement  which,   though   the  factors   of   attention   have 

been  violated,  still  makes  an  appeal. 

2.  Advertise  the  same  article  in  three  transitory  stages,  each  succeeding  one 

to  further  develop  attention  value. 

3.  Contrast  a  simple  advertisement  with  a  complex  one  and  point  out  the 

advantage  and  disadvantage  of  each. 

4.  How  would  you  answer  inquiries  as  to  the  best  mechanical  composition 

from  an  attention  standpoint  for  people  interested  in  advertising  food- 
stuflfs,  schools,  and  lighting  systems? 

5.  Analyse  the  six  advertisements  of  Z.  L.  White  &  Company  (Figs.  41  and 

42)  from  tiie  standpoint  of  attention  value.  Name  them  in  the  order 
of  their  efiectiveness  and  give  your  reasons.  Discuss  from  a  border 
point  of  view. 

6.  In  the  two  illusions  (Figs.  44  and  45)  note  the  rapidity  of  fluctuation  in 

Fig.  45  and  the  length  deception  in  Fig.  44.  Can  you  explain  why? 
Discuss  the  relative  advantages  and  disadvantages  of  such  illusions  in 
gaining  the  attention. 


CLASSIFICATION  OF  BORDERS 


101 


The  lollowiiig  six  principles  relating  to  attention  are  suggested: 

1.  The  power  of  any  object  to  force  itself  into  our  attention  depends 

on  the  absence  of  counter  attractions. 

2.  The  power  of  any  object  to  attract  our  attention  depends  on  the 

intensity  of  the  sensation  aroused. 


e 


e- — e 


3 


3 


c 


Vio.  44.— A  disregard  of  many  of  these  so-called  illustrations  in  line  length  often  decreases 
the  possible  effectiveness  in  attention. 

(From  Witmer's  Analytical  Psychology) 

3.  The  attention  value  of  an  object  depends  upon  the  contrast  it  forms 

to  the  object  presented  with  it,  preceding  or  following  it. 

4,  The  power  which   any  object  has  to  attract  our   attention,   or  its 

attention  value,  depends  on  the  ease  with  which  we  are  able  to 
comprehend  it. 


102 


ATTENTION 


5.  The  attention  value  of  an  object  depends  on  the  number  of  times 

it  comes  before  us,  or  on  repetition. 

6.  The  attention  value  of  an   object  depends  on   the   intensity   of  the 

feeling  aroused. 
Find  examples  in  advertising  which  illustrate  them. 


Fig.  45. — Fix  the  ej^e  steadilj^  upon  a  single  part  of  the  diagram.     Describe  the  effect. 
(From  Witmer's  Analytical  Psychology) 

COLLATERAL  READINGS 

Analytical  Psychology,  Lightxer  Witmer,  Chapter  ii. 

Principles  of  Advertising  Arrangement,  Frank  A.  Parsons,  Chapter  v, 

"  Emphasis  as  Applied  in  Advertising  Construction." 
The  Elementary  Laws  of  Advertising,  Henry  S'.  Bunting,  Chapter  v. 


CHAPTER  VII 
COLOR,   ITS   USE   AND    VALUE   IN    ADVERTISING 

(analyzed  generally) 

Necessity  for  Impressive  Colors. — The  use  of  color  in  adver- 
tising is  rapidly  increasing.  People  have  stopped  making  mere 
commercial  announcements  and  arguments  in  black  and  white, 
and  are  now  turning  towards  the  more  artistic  in  advertising. 
AVith  this  movement  come  the  increasing  use  of  color  and  its 
needed  intensive  analysis. 

But  to  use  color  in  advertising  so  that  it  '^  gets  over  "  is 
an  art  within  itself,  totally  unconnected  with  the  artistic  side 
of  any  advertisement.  My  desire  is  not,  for  the  moment,  to 
tell  when  to  use  color  and  how,  but  merely  to  define  w^hat  color 
combinations  are  preferred  by  different  groups  of  people  so  that 
when  you,  the  advertiser,  employ  colors  you  can  use  those  whose 
appeal  is  to  the  particular  clientele  to  be  reached — colors  that, 
in  short,  will  assist  in  adding  intensive  quality.  Well  applied 
color  is  more  than  attractive ;  it  causes  the  eyes  to  linger  upon 
it.  There  is  a  certain  fascination  aroused  which  makes  it  an 
ideal  agent  in  the  expression  of  an  advertising  idea. 

To  use  color  properly  in  advertising,  numerous  factors  must 
be  taken  into  consideration,  for,  to  be  effective,  a  colored  adver- 
tisement must  appeal  especially  to  those  for  whom  it  is  intended. 
It  is  no  more  important  to  use  the  right  kind  of  language  than  it 
is  to  use  the  right  kind  of  color  and  color  combinations. 

Harmony, — Contrast, — Shades  and  Tints. — There  are  a  few 
simple  laws  of  harmony  and  contrast  which  need  the  closest  con- 
sideration. In  all  color  work  it  is  best  to  use  different  colors  of  the 
same  degree  of  intensity  in  order  to  get  an  harmonious  whole. 
A  deep  blue  halved  on  a  card  with  light  pink  gives  a  poor  im- 
pression, while  red  and  blue  of  the  same  intensity  are  a  very  good 
combination.  While  it  is  bad  to  divide  a  surface  equally  into 
two  or  three  different  color  intensities,  if  there  is  a  predominat- 
ing degree  of  intensity,  either  that,  or  the  other,  or  both,  are 
accented.     This  is  due  to  contrast. 

103 


104        COLOR,  ITS  USE  AND  VALUE  IN  ADVERTISING 

Contrast  has  attraction,  that  is,  it  has  great  intensity,  but 
it  has  very  little  fascination.  It  catches  the  eye  but  does  not 
hold  it.  True  harmony,  on  the  other  hand,  has  not  so  much 
attraction,  but  it  has  a  great  deal  more  of  the  power  to  hold  the 
eye.  Thus  it  depends  upon  the  type  of  advertisement,  as  to 
which  process  you  use.  If  you  wish  to  attract  and  impress, 
use  contrast.  If  you  wish  the  people  to  study  your  advertise- 
ments, use  the  principle  of  harmony. 

This,  as  I  have  stated  it,  is  a  non-technical,  general  grouping 
of  color  principles.  Let  us  now  consider  more  specific  instances 
of  how  and  w^hen  color  is  to  be  used,  by  showing  color  prefer- 
ences. 

Age  and  Sex  Color  Preferences. — A  general  analysis  of  the 
color  preference  of  people  of  different  ages  in  life  reveals  that 
every  normal  individual  goes  through  a  well-defined  cycle  of 
color  preferences.  The  cycle  begins  at  infancy  and  ends  with 
old  age.  It  begins  with  preference  for  the  lightest  tints  and 
ends  with  preference  for  a  fading  intensity  of  color. 

Have  you  over  thought  why  infants'  wear  is  predominantly 
white  combined  with  the  lightest  of  light  tints  ?  Do  the  infants 
prefer  pinks  and  baby  blues  and  whites  ?  Or  is  it  a  quality 
which  we  merely  attribute  to  them  ?  It  seems  to  be  their  natural 
preference,  because  from  psychological  investigation  we  find 
that  children  of  three  and  four  prefer  light,  bright  colors,  and 
that  their  preference  grows  towards  darker  shades  as  the  years 
advance  until,  when  at  the  age  of  seven  or  eight,  they  prefer 
what  is  known  as  the  true  color.  From  this  time  on  their  color 
preferences  depend  a  gTeat  deal  upon  their  environment,  and, 
too,  there  is  some  influence  determined  by  nationality  and  race. 

From  the  age  of  the  formation  of  the  particular  environ- 
mental color  preferences,  which  lasts  until  the  individual  is 
between  16  and  21,  most  people  pass  through  a  period  of  decided 
preference  for  black.  They  would  wear  black  clothing;  they 
would  draw  and  paint  in  black  and  white.  This  period  seems  to 
come  wdien  the  spirit  and  body  have  just  been  through  a  process 
of  change  from  girlhood  and  l>oyhood  to  womanhood  and  man- 
hood.    It  seems  to  come  directly  following  the  period  of  adoles- 


AGE  AND  SEX  COLOR  PREFERENCES  105 

cence.  This  period,  while  it  is  very  strongly  marked,  is  of 
comparatively  short  duration,  lasting  from  six  months  to  two 
years  and  a  half. 

From  this,  people  take  one  of  two  conrses :  first,  either  they 
gradnally  drift  into  nsing  colors  thru  a  process  passing  from 
the  darker  shades  to  the  lighter;  or,  second,  they  have  a  revul- 
sion and  turn  suddenly  to  very  bright  colors.  That  which  they 
do  depends  mostly  upon  environment.  Thus  the  normal  per- 
son,  during  the  period  from  10  to  22,  again  starts  to  prefer  colors. 
From  this  time  for  the  next  fifteen  or  twenty  years,  they  are  in 
what  might  be  termed  the  prime  of  their  color  appreciation. 
That  is,  they  have  reached  their  standard  and  are  influenced 
by  it. 

From  this  time  on  they  repeat  the  processes  of  youth  in  in- 
verted order.  They  have  a  standard  and  they  gradually  lose 
it.  That  is,  .they  begin  again  to  prefer  the  brighter  colors  until 
as  the  years  go  by  they  prefer  fading  shades  and  tints.  Thus 
very  old  people  in  second  childhood  prefer  the  very  bright  colors, 
just  as  the  child  of  five  or  six  years  does.  Lavender,  a  combina- 
tion of  pink  and  baby  blue,  is  the  old  folks'  color.  It  ends  the 
color  cycle. 

The  value  of  this  color  preference  to  the  advertising  man  is 
that,  by  studying  his  market  with  respect  to  age  and  color  appeal, 
he  introduces  positive  factors  which  arouse  immediate  favorable 
attention.  By  connecting  age  •  preference  with  sex,  racial,  and 
environmental  preferences,  the  advertiser  can  be  guarded  in  his 
UoG  of  colors.  The  difference  of  natural  sex  preference  for  colors 
seems  to  vary  but  little.  In  modern  society,  however,  the  dif- 
ference of  environmental  conditions  is  very  great.  To  this 
we  must  attribute  what  difference  there  is  in  sex  preference  for 
colors.  In  uncivilized  tribes  there  seems  to  be  no  difference  in 
color  taste,  which  is  attributed  to  the  sameness  of  environment. 
As  the  sphere  of  man  and  woman  separate,  so  their  color 
preferences  tend  to  grow  apart. 

In  the  Ignited  States  to-day  the  color  preference  of  the  sexes  is 
very  different.  This  is  partly  due  to  the  standardization  of 
men's  clothes,  and  at  the  same  time  to  the  individuality  of  the 


106        COLOR,  ITS  USE  AND  VALUE  IN  ADVERTISING 

dress  of  women.  Men  are  trained  by  convention  to  prefer 
and  buy  dark  colors  and  shades,  while  women  are  taught  that 
they  must  make  themselves  attractive  with  bright  colors. 

Thus  it  is  an  interesting  thing  to  note  that  girls  passing 
thru  the  ^'  black  period  "  are,  figuratively  speaking,  between  two 
fires  because  they  are  urged  by  convention,  generally  in  the 
shape  of  fond  match-making  mothers,  to  wear  bright  "  youthful  " 
colors,  while  their  natural  preference  is  for  black.  Another 
interesting  conflict  comes  when  the  very  old  person  wishes  to 
wear  the  gay  ^'  youthful  "  colors  and  is  discouraged  in  this  by 
conventional  relatives. 

These  instances  go  to  show  that  all  thru  life  there  are  con- 
flicting factors  which  influence  color  taste,  and  they  also  show, 
generally  speaking,  that  in  this  conflict  environmental  factors 
are  the  strongest.  The  climate  one  lives  in,  as  well  as  the  type  of 
the  surrounding  country's  topography,  also  tend  to  influence  our 
appreciation  of  color.  Whether  one  lives  in  the  city  or  in  the 
country,  whether  his  habits  relate  to  a  single  place,  or  whether  he 
travels,  are  all  considered  modifying  influences.  We  prefer  what 
we  are  accustomed  to  see,  that  is,  we  are  nature's  creatures,  and 
wish  to  harmonize  with  nature.  The  inhabitant  of  the  tropics 
likes  colors  that  harmonize  with  tropical  vegetation — ^heavy, 
luxuriant  colors. 

The  Italian  likes  the  bright  colors  that  harmonize  with  his 
climate  and  landscape.  He  prefers  the  brightest  of  bright  colors. 
Going  north  in  Europe,  we  find  that  the  French  and  the  Ger- 
mans have  had  their  tastes  toned  by  both  climate  and  landscape, 
while  the  English  are  kno^^m  for  the  drab,  dull  colors  which 
they  wear  and  use  for  all  purposes. 

One  general  modifying  effect,  regardless  of  nationality,  is 
shown  in  the  influence  of  the  city  or  town.  The  color  taste 
will  be  more  varied  and  more  unsettled  in  a  large  city  than  it  is 
in  the  country,  or  than  it  is  in  a  smaller  city. 

Racial  and  National  Color  Preferences. — Kacial  color  pref- 
erences are  those  which  are  predominant  in  any  race  of  people, 
such  as  the  Teuton,  Slav,  Chinese,  Japanese,  and  the  colored 


LOCAL  COLOR  PREFERENCE  107 

races.  ^N'ational  color  preferences  are  clearly  distinguishable 
among  these.  The  term  may,  moreover,  be  used  in  regard  to 
people  of  different  nationalities  in  America,  to  whom  tliere  must 
often  be  made  a  national  appeal.  Both  national  and  racial  color 
tastes  seem  to  be  the  result  of  years  of  environment  until  these 
color  preferences  are  inherent,  and  become  almost  instinctive. 

In  advertising  to  a  race  each  has  its  peculiar  color  prefer- 
ences. Taking  up  the  broad  divisions,  we  find  that  the  Teuton 
likes  colors  that  will  harmonize  with  his  flaxen  hair  and  ruddy 
cheek,  and  that  his  favorite  color  is  blue  of  a  tone  somewhat 
lighter  than  true  blue. 

The  Celts  and  Iberians,  on  the  other  hand,  prefer  red  of  a 
shade  darker  than  the  true  red.  It  is  merely  a  question  of 
natural  harmony. 

The  Orientals  are  much  fonder  of  yellow  than  we  are,  and  all 
of  their  colors  seem  to  be  thick,  to  have  a  certain  yellowish 
tendency.  Their  reds  are  brownish  reds  rather  than  rose  reds, 
and  their  blacks  are  black  blacks  to  conform  with  their  own  colors. 

The  Indians  made  pottery  colored  in  red,  of  almost  their  own 
tint,  and  black  to  match  their  raven  locks. 

The  black  and  brown  races  like  the  rich  luxuriant  colors 
of  the  tropics.     Purple  of  a  deep,  bright  tone  satisfies  them. 

So  we  find  that  we  can  especially  appeal  to  different  races 
thru  their  color  instincts  and  that  as  nationalities  are  a  blending 
of  certain  racial  and  local  characteristics,  by  study  we  can 
directly  appeal  to  the  color  susceptibilities  of  the  different 
nationalities.  This  is  especially  valuable  for  the  local  advertiser 
in  the  United  States  where  so  often  he  is  advertising  to  a  certain 
racial  or  national  group,  especially  where  this  group  has  not 
had  time  to  be  changed  by  its  new  environment. 

Local  Color  Preference. — Local  color  tastes  are  fluctuating, 
but  in  certain  localities,  especially  in  Europe,  they  have  been 
fixed  for  years.  For  instance,  in  the  highlands  of  Scotland  there 
has  been  the  local  plaid,  which  shows  the  unliampered  spirit 
and  freedom  of  the  people,  and,  at  the  same  time,  the  variety 
of  their  outlook.  Almost  the  same  colors  and  combinations  are 
used  in  the  Tyrol  of  Switzerland  and  Italy.    In  time  we  should 


108        COLOR,  ITS  USE  AND  VALUE  IN  ADVERTISING 

expect  the  mountaineers  of  our  o^^^l  country  to  develop  this  type 
of  color  preference  too. 

Deserts  have  their  colors  just  as  the  mountains  have,  and 
one  will  find  the  same  colors  predominating  in  our  own  western 
deserts  as  in  the  Sahara  and  other  great  deserts  the  world  over. 

Localities  where  there  is  a  certain  type  of  vegetation  pre- 
dominant will  gradually  get  to  harmonize  with  it.  Even  the 
quarrying  of  a  certain  color  stone  in  a  locality  may  gTeatly 
influence  the  color  tastes  of  the  people  living  there. 

Seasonal  Color  Tastes. — In  climates  where  there  are  w^ell- 
detined  seasons  there  is  a  great  deal  of  seasonal  color  preference. 
As  the  animal's  fur  is  changed  by  nature  to  harmonize  with 
the  background,  man  finds  that  he,  too,  has  the  same  tendency 
to  change  his  garb  with  the  seasons.  He  goes  in  for  tints  in  the 
summer  and  shades  in  the  winter.  An  interesting  thing  that  has 
come  to  our  attention  w^ith  respect  to  this  very  close  following 
of  nature,  is  the  fact  that  each  year,  in  the  early  fall,  the  clothing 
salesmen  for  men's  clothes  predict  that  brown  will  be  the  style 
in  color  for  the  winter.  Brown  suits  are  sold  for  a  certain  short 
period,  but  after  that  time  has  passed,  the  demand  has  ceased. 
The  season  for  brown  has  passed. 

Conclusion. — The  reader  has  seen  that  there  are  many  things 
which  help  to  form  the  color  tastes  of  different  groups  of  people. 
Each  is  of  paramount  importance  in  analysing  a  given  group  or 
class  of  individuals.  By  adhering  to  the  principles  herein  set 
forth,  greater  efficiency  in  advertising  should  result. 

The  thing  that  has  not  been  so  far  sufficiently  emphasized 
is  the  fact  that  there  must  be  harmony  within  the  advertisement 
as  well  as  between  the  advertisement  and  outside  influences. 
An  inharmonious  advertisement  is  repellent  to  us  and  would 
tend  to  make  us  think  unfavorably  of  the  article  advertised. 

One  of  the  things  that  poor  coloring  work  does  is  to  make 
the  advertisement  appear  cheap.  This  should  always  be  avoided. 
One  of  the  most  valuable  factors  which  comes  into  use  in  relation 
to  advertising  is  the  power  of  association.  Color  is  a  most  power- 
ful factor  in  causing  mental  associations,  and  has  been  utilized 
by  mankind  throughout  each  age  in  establishing  various  cus- 


CONCLUSION  109 

toms  of  thought.  Ehie,  of  a  certain  shade,  and  white,  mean 
Ilolhmd ;  phiid  brings  up  Scothmd  to  our  minds,  etc. 

There  are  two  colors  wliich  are  the  natural  background 
colors.  These  are  green  and  blue.  For  effective  harmonic  back- 
grounds one  cannot  go  far  wrong  in  using  them.  Combinations 
of  contrasting  colors  will  give  intensity,  while  harmonizing  colors 
will  give  attraction. 

The  most  important  message  of  this  chapter  is  that  the 
human  factor  of  the  market  must  be  studied ;  that  the  adver- 
tiser must  know  his  clientele  before  he  can  do  efficient  adver- 
tising. But  after  he  knows  his  clientele,  one  of  the  greatest 
factors  in  a  well-rounded  advertising  campaign  is  color,  properly 
used. 


CHAPTER  VIII 
COLOR  IN  ITS  RELATION  TO  ATTENTION 

(FEOM   THE  artist's   POIXT   OF    VIEw) 

Variety  of  Effects  of  Saturated  Colors. — In  presenting  gen- 
eral color  appeals  the  importance  of  deep  or  saturated  colors 
upon  different  groups  of  people  is  generally  recognized.  There 
are  those  who  respond  instinctively  to  color  when  presented  and 
who  are  thus  subjugated  to  its  immediate  influence  because  of 
temperament.  In  other  cases,  previous  education  prevails.  lu 
advertising,  however,  color  should  be  reduced  to  the  simple 
basis  of  pure  and  legitimate  pigments,  so  used  and  filled  with 
life  that  they  at  once  force,  attract  and  hold  the  eye. 

Use  of  Emphatic  Color. — The  colors  which  immediately 
most  forcibly  strike  the  eye  of  the  multitude  in  advertising 
are  red,  yellow,  blue,  green,  white  and  black.  These  colors, 
which  we  shall  here  designate  the  emphatic  colors,  are  the  foun- 
dation upon  which  artistic  results  are  often  attained.  On  the 
other  hand,  the  color  itself  is  many  times  so  shrieking  in  nature 
as  to  force  unpleasant  attention.  AYhen  we  wish  to  present  an 
advertisement,  however,  which  accurately  interprets  a  subject, 
we  are  often  forced  to  use  shades  and  tones  of  the  emphatic 
colors.  In  their  proper  blending  or  in  correct  contrast  eft'ects, 
the  eye  becomes  aware  of  a  pleasing  softening  process  or  feeling 
of  constant  change.  When  this  condition  prevails  attention 
at  least  has  been  obtained.  There  are  numerous  color  presen- 
tations, however,  which  do  not  thus  control  the  eye  movement. 
Hence,  their  color  effect  should  be  analysed  and  their  undesirable 
impressions  changed. 

Our  general  experience  forces  us  to  accept  the  emphatic 
colors  as  too  startling  to  be  used  in  great  quantities.  This 
develops  an  appreciation  for  the  so-called  secondary  colors, 
orange,  gi*een  and  violet.  Tertiary  colors,  or  browns  and  grays, 
are  in  turn  the  result  of  blending  the  primary  and  secondary, 
which  often  seem  to  satisfy  the  artistic  sense  even  better  than 
the  use  of  secondary  colors.  The  advertiser's  work  is  to  catch 
110 


VARIOUS  EFFECTS  OF  COLORS  111 

and  hold  the  attention  of  the  general  public.  Hence,  the  crowds' 
non-discriminating  sense  forces  the  use  of  these  emphatic  colors 
in  their  pure  form.  Their  proper  use  at  least  attracts  the 
attention  and  introduces  a  bit  of  life,  full  of  vigor  and  often 
dancing  quality,  with  respect  to  the  sensation  of  color  itself. 
These  emphatic  colors  then  serve  as  a  foundation  to  work  upon, 
tlie  pigments  of  which  should  be  laid  strong  and  even  so  as  to 
create  a  sentiment  suggesting  quality. 

It  is  certain  that  of  these  emphatic  colors  some  are  more 
impressive  than  others.  Professor  Harlow  Gale  has  made  some 
experiments  to  determine  what  the  attention  value  of  the  differ- 
ent colors  is.  His  results  are  as  follows:  red  has  the  greatest 
attention  value,  green  is  second  and  black  third.  Black  on  a 
white  background  is  more  effective  than  white  on  a  black  back- 
ground. 

Various  Effects  of  Colors. — Let  us  analyse  the  different 
effects  of  color  from  tlie  artist's  point  of  view.  Red  at  once 
attracts  and  holds  the  attention  and  is  so  appealing  that  it  is 
called  the  advancing  color.  Suppose,  for  instance,  that  we  are 
seated  on  the  observation  platform  of  a  swiftly  moving  train. 
Let  us  fix  our  eyes  upon  the  red  eye  of  a  switchlight.  Xotice  how 
it  will  apparently  keep  up  with  a  moving  train.  So  strongly  does 
it  advance  upon  the  vision  that  in  competition  with  other  colors 
it  will  be  the  last  bright  spot  on  the  track  line.  Green  and  blue, 
on  the  other  hand,  seem  to  lack  the  quality  of  attracting  the 
same  amount  of  attention  and  are  appropriately  termed  reced- 
ing colors.  Xow  take  the  green  light  on  the  reverse  side  of  a 
switchlight  and  notice  how  quickly  this  color  fades  from  you. 
It  tends  to  recede  quite  as  rapidly  as  the  red  has  tended  to 
advance. 

The  same  truth  applied  to  advertising  compels  us  to  state 
that  the  color  used  to  depict  some  one  sign  or  design  in  present- 
ing an  article  demands  attention  accordingly  as  the  brilliancy 
and  evenness  in  tone  of  color  is  adapted  to  the  public  eye. 

A  red  ground  with  white  or  black  letters  is  always  one  that 
attracts  the  eye  and  tends  to  cause  a  halt  in  movement.  Men- 
tally, it  often  leaves  an  impression  which  tantalizes  the  reader 


112  COLOR  IN  ITS  RELATION  TO  ATTENTION 

until  the  advertisement  is  again  read.  Color  thus  forces  its 
message.  It  must  be  stated,  however,  that  the  forcing  of  this 
message  does  not  necessarily  imply  pleasure.  In  combination, 
green  and  red  are  unfortunate  colors  to  use  unless  it  be  on  a 
large  billboard,  for  they  literally  dance  and  become  confused, 
while  the  eye  is  wearied  by  a  constant  endeavor  to  separate  the 
colors. 

Yellow  suggests  light  and  can  be  aptly  used  in  connection 
with  red.  Yellow  with  green  and  blue  tends  to  liven  these 
colors  considerably  and  thus  to  increase  their  attraction-power. 
Take,  for  instance,  the  sun  filtering  through  trees  or  bushes. 
Xote  how  the  oftentimes  dull  green  is  brightened  by  the  yellow 
rays  of  the  sunlight.  Again,  in  adA^ertising  lighting  fixtures,  the 
essential  color — the  one  to  attract  the  eye — is  yellow.  Yellow 
typifies  light,  which  should  be  made  strong  enough  in  its  tone 
to  suggest  illumination.  Other  parts  of  the  design  composing 
the  entire  picture  can  be  introduced  without  in  any  way  detract- 
ing from  the  general  color  scheme, — yellow. 

Street  Car  Advertisements.^ — The  placing  of  street  car  cards 
has  become  a  very  important  factor  in  the  advertising  world. 
It  is  here  that  the  eye  of  the  community,  in  its  partial  repose, 
makes  possible  an  appeal  thru  color.  The  space  allotted  one  of 
these  cards  in  a  car  is  small  compared  to  the  signs  one  sees  on 
stationary  objects  and  should,  therefore,  be  clear  and  to  the 
point  without  too  much  drawing  and  too  many  colors  to  confuse 
the  eye.  A  simple  and  direct  design  is  likely  to  attract  more 
attention  than  one  complex  in  nature. 

Booklets. — Booklets  and  small  hand  advertising  may  be 
treated  in  quite  a  different  manner  since  close  eye-range  means 
the  ability  and  supposed  patience  to  fathom  out  and  study  the 
subject  in  hand.     This  fact  should  modify  our  use  of  color. 

Labels. — The  size  of  the  label  demands  a  drawn  design  in 
keeping  with  the  proportion,  and  that  again  means  a  study  as  to 
the  spreading  of  color  over  the  surface. 

Trade-Marks. — Trade-marks  with  their  demanded  power  to 
attract  and  hold  the  attention,  have  at  the  same  time,  the  func- 


pjutc^^^^tZ^^ 


SIGNIFICANCE  OF  COLORS  113 

tion  of  stamping  indelibly  upon  tlic  iiiiiid  tliat  here  is  an  article 
that  has  been  esteemed  suttieient  and  worthy  of  so  stamping.  The 
design  should  be  cdear-cut  and  free  of  any  kind  of  a  puzzle  effect 
which  tends  to  confuse  the  mind  of  the  reader.  Cleiir-cut  letter- 
ing and  design  are  two  essentials,  and  striking  colors  with  a  sense 
of  judgment  shown  in  their  use  also  help  greatly  in  bringing  to  a 
focus  the  mental  attitude  of  the  reader.  After  all,  a  trade-mark 
is  merely  a  stamp  of  approval  that  a  certain  firm  places  on  its 
goods  as  a  reminder  to  the  public  that  it  wishes  its  good-will, 
appreciation,  and  lasting  favor. 

Bill  Boards. — Bill  boards,  with  their  expansive  surface  andrj 
long-distance  range  of  vision,  should  embody  all  that  the  artist'lr' 
of  color  advertising  can  conjure.  Brilliant  hues,  carefully 
blended ;  subdued  colors  evenly  spread,  and  lettering  which  em- 
phasizes the  illustration,  are  the  essentials  of  an  attractive  bill 
board.     The  ornate  is  to  be  discouraged. 

Posters. — Posters,  with  their  artistic,  commercial,  individ- 
ual and  universal  value,  require  skill  of  the  highest  order  to 
justify  the  great  expense  wdiich  their  creation  implies.  A  poster 
may  be  of  unquestioned  technique,  but  if  it  does  not  embody 
the  main  factors  of  the  desires  of  those  to  whom  it  would  appeal, 
it  is  of  small  commercial  value. 

Significance  of  Colors.— Francis  William  Vreeland  has  writ- 
ten an  article  in  the  "  American  Printer  "  in  which  he  expresses 
quite  clearly  the  subject  of  color.     Its  contents  is  as  follows: 

'^  The  disc  of  the  sun  and  the  color  effect  of  its  light  are 
yellow,  deepening  into  orange.  The  sun  is  the  source  of  light, 
heat  and  life,  and  the  sunshine  of  happiness.  Hence  the  colors 
of  yellow  and  orange  are  symbols  of  warmth,  light,  life,  sunshine 
and  happiness. 

"  The  glow^  of  the  fire  and  the  life  blood  of  man  and  beast 
are  red.  Eed,  therefore,  signifies  heat,  vitality,  energy  and 
those  things  which  result  from  an  abundance  of  all  these  in 
mankind,  i.e.,  love  and  passion. 

"  The  sky  is  blue  and  the  atmospheric  effect  upon  snow  is 
bluish  white,  deepening  into  positive  blue  in  the  distant  land- 
scape— blue  and  bluish  white  emblemize  cold,  skv,  air  and  snow. 
8 


114  COLOR  IN  ITS  RELATION  TO  ATTENTION 

HencGj  also  does  the  artist  and  colorist  make  the  distinction 
of  warm  and  cold  colors,  designating  orange,  orange-red  and 
yellow,  and  all  colors  showing  a  strong  influence  of  any  or  all 
of  these,  as  warm  colors ;  and  hlue  and  such  colors  as  likewise 
show  its  influence,  as  cold  colors.  We,  therefore,  have  warm 
and  cold  greens,  purples,  browms,  greys,  etc.,  according  to  either 
their  tendency  toward  orange,  red  and  yellow  or  toward  blue. 
But  to  continue  our  limited  list  of  color  symbols:  Sprouting 
herbs,  leafing  trees,  etc.,  as  well  as  the  fully  developed  foliage 
of  plants  and  shrubs,  in  nature  are  for  the  most  part,  green. 
Green,  for  these  reasons,  also  sjTxibolizes  life — especially  bud- 
ding life — and  vitality.  It  (green)  is,  in  man's  mind,  also 
associated  with  things  relative  to  poisonous  substances  and  metal- 
lic decay  and  corrosion,  which  makes  this  color  also  the  s^Ttibol 
of  treachery,  jealousy  and  envy — for,  do  these  things  not  result 
from  the  poison  and  morally  corroded  and  decayed  center  of 
thought  ? 

"  And  for  similar  reasons  sea  green  is  the  sjinbol  of  water; 
steel  grey,  of  strength,  weight,  solidity,  hardness,  durability 
and  resistance ;  purple,  of  caste,  royalty,  pomp,  etc. ;  white,  of 
purity ;  grey,  of  solemnity ;  black,  of  ill  omen  and  death ;  yellow 
and  warm  grey,  of  dawn,  opening  and  commencement  or  begin- 
ning ;  brown,  of  bitterness ;  gold,  of  wealth  and  prosperity,  and 
numerous  other  colors  of  things  or  thoughts  which  through  long 
emplojTnent,  association  and  consistency,  appeal  to  the  produc- 
tive mind  as  properly  representative  of  the  thought  to  be 
expressed  in  a  design. 

"  For  our  purpose,  therefore,  one  who  would  achieve  the  most 
consistent  and  artistic  results  will  choose  for  his  color  scheme 
such  colors  as  will  accomplish  the  above  purpose.  In  a  word, 
those  which  through  long  employment,  association  and  consis- 
tency will,  along  with  all  of  the  other  details  in  this  composition, 
tell  the  story  clearly.  And  this,  too,  in  the  purely  decorative 
or  ornamental  composition  as  well  as  that  one  which  is  realisti- 
cally treated. 

"  Let  us,  for  example,  suppose  that  we  are  to  produce  a  cover 
design  for  a  railroad  or  steamship  booklet, — or  poster,  if  you 


SIGNIFICANCE  OF  COLORS  115 

will, — in  Avliich  the  story  is  to  be  of  trips  or  voyages  to  southern 
climes.  To  be  consistent  with  the  purpose  of  the  book  or  poster, 
our  choice  should  be  a  color  scheme  with  a  predomination  of 
warm  colors,  such  as  yellows,  oranges,  reds,  warm  greens,  etc., 
with,  perhaps  just  a  touch  of  something  of  an  opposite  character 
for  artistic  contrast.  But  always  the  predomination  of  those 
colors  is  to  be  sjnibolical  of  warmth,  sunshine  and  abundant 
tropical  foliage. 

'^  Suppose  now,  in  an  entirely  different  vein,  w^e  are  to  do 
a  desigii  for  the  cover  of  a  machinery  catalog.  Here  steel  greys 
and  those  colors  suggesting  strength,  durability,  etc.,  are  the 
more  appropriate,  for  they  will  not  only  be  directly  sjTiibolical 
of  the  proposition,  but  will  also  produce  a  design  quiet  in  tone, 
dignified  and  lasting  in  quality  of  appeal,  and  forceful  in 
strength. 

'^  Thus  in  all  manner  of  color  design  should  one  use  colors 
as  much  for  their  emblematic  value  as  for  their  effectiveness. 
This  the  advertiser  must  do  if  he  is  to  be  artistically  consistent ; 
for  only  such  designs  and  pictures  are  truly  artistic." 

The  following  list  of  color  combinations  will  be  useful : 

Paper  Inks 

Light  red :        Olive  and  gold ;  rich  green ;  blue  and  white. 
Dark  red :         White  and  gold ;  dark  green ;  orange  and  dark 

blue. 
Light  yellow :  Light  blue ;  red. 

Light  brown :    Dark  brown  and  silver ;  green,  grey  and  lilac. 
Dark  brown :    Black  and  white ;  light  drab ;  orange. 
Light  blue:       Light  red;  dark  blue;  light  yellow  and  yellow 

brown. 
Dark  blue:       Dark  red  and  gold;  light  blue  and  white;  green 

and  orange. 
Light  green :     Yellow  and  dark  brown ;  gold  and  orange ;  dark 

green. 
Dark  green :     Black  and  light  green  ;  gold  and  white. 
White :  Crimson  red ;  navy  blue ;  emerald  green. 

Black :  Dark  red ;  gold  and  white ;  light  blue  and  silver. 

Light  grey :       Dark  grey  and  red ;  dark  blue  and  gold. 


116  COLOR  IN  ITS  RELATION  TO  ATTENTION 

QUESTIONS 

1.  Which  is  the  most  effective  style  of  advertisement — black  and  white,  or 

colored  ?     Why-? 

2.  What  are  the  different  ideas   of  color  combinations   in  advertisements 

and  their  effect  upon  the  reader? 

3.  What  are  the  general  factors  that  determine  color  preferences  in  adver- 

tising? 

4.  {a)    What  is  meant  by  racial  and  l)y  national  color  preferences?     Give 

examples.      (&)    Why  is  this  an  important  feature  for  the  advertiser 
in  the  United  States  to  observe? 

5.  How  do  the  color  tastes  of  an  individupJ  harmonize  with:    (a)   Locality. 

( & )    Seasonal  changes  ? 
G.  What  would  be  the  basis  of  your  clioice  of  colors  for  a  bill  beard  as 
compared  with  a  booklet  ? 

7.  What  do  you  think  would  be  the  probable  effect  of  large  red  letters  on 

a  bill  board  of  white  as  compared  with  the  same  sized  letters    white, 
on  a  dark  blue  background? 

8.  If  you  have  a  red  bill  board  wnth  green   letters   would  you  have  the 

letters  closely  or  widely  spaced?     VVhy? 

9.  Which  Avould  l)e  more  effective  on  a  poster,  a  green  background  Avith 

white  letters  or  the  green  background  with  black  letters?     Why? 
10.  What  color  would  you  outline  white  letters  with  on  a  green  background 
in   order   to   give   more   character?     Does   this    added   color    conflict 
with  the  background? 

COLLATERAL  READINGS 

Advertising  and  Selling,  Harry  L.  Hollingworth,  Chapter  x. 
Principles  of  Advertising  Arrangement,  Frank  Alva  Parsons.  Chapter 

viii. 
Advertising,  Starch,  Artistic-Value  of  Different  Colors,  page  76. 


CHAPTER  IX 
THE  ADVERTISER'S  TYPE 

Classification  of  Different  Styles  of  Type. — There  are  many 
hundred  dilterent  styles  of  letters  used  in  printing,  but  those 
most  common  may  be  classified  in  the  following  groups:  Old 
Style  Koman,  Modern  Roman,  Italics,  Script,  Old  English, 
Antique,  and  Gothic.     Each  of  these  groups  has  many  varieties. 

Confusion  in  the  mind  of  the  student  of  typography  may  be 
caused  by  the  fact  that  similar  types  haye  different  names  when 
made  by  different  founders.  For  instance  the  Post  Old  Style, 
Ben  Franklin,  Plymouth,  Blanchard  and  Buff'alo  are  some  of  the 
names  given  to  type  of  a  very  similar  design.  Again,  two  or 
more  founders  will  give  the  same  name  to  type  of  a  very  different 
design.  The  De  Yinne  of  the  American  Type  Founders  Com- 
pany and  the  De  Vinne  of  the  Linotype  Company  are  not  at  all 
alike.  The  Monotype  Company  designates  all  of  its  type  faces 
by  numbers  instead  of  using  the  standard  names. 

Modern  Boman  and  Old  Style  Type. — Most  of  the  text 
matter  of  books  and  magazines  is  set  in  Modern  Roman  and  Qld^ 
Style  Type,  and  practically  all  newspapers  are  set  in  Modern 
Roman.  Iliese  types  can  always  be  depended  on  for  the  body 
matter  of  any  piece  of  printing  from  a  book  to  a  label,  and  in 
many  cases  can  be  used  for  the  head-lines  as  well.  They  are 
standard  and  are,  by  far,  the  most  useful  of  type  faces. 

Italics  and  Bold  Face  Type. — In  formal  works  Italics 
ordinarily  indicate  emphasis  and  are  frequently  so  used  in  adver- 
tisements. But  the  Italics  are  often  not  as  strong  as  their  corre- 
sponding Roman  type.  In  advertising,  it  is  often  better  to 
emphasize  by  using  the  thicker  or  what  is  known  as  bold  face 
type,  or  by  underscoring,  or  by  the  use  of  larger  type.  Of  these, 
the  use  of  bold  face  is  the  best,  as  well  as  the  most  economical. 
Bold  face  italics^  however,  are  especially  strong.  An  excess  of 
italics  or  other  emphasized  words  is  to  be  avoided,  as  it  not  only 
disfigures  the  page  but  defeats  its  own  purpose. 

117 


118  THE  ADVERTISER'S  TYPE 

Script. — Script  is  seldom  used  in  advertisements,  its  atten- 
tion value  being  decidedly  weaker  than  certain  other  equivalent 
forms,  as  well  as  more  expensive  from  the  printer's  standpoint. 

Old  English  Type. — ©li  i£ttgltsl|  ®yp:D  is  used  in  church  or 
legal  printing  and  in  formal  or  artistic  cards  and  announcements. 
It  is,  however,  difficult  to  read  and  for  that  reason  should  be 
sparingly  used  in  advertisements.  Capitals  of  Old  English 
run  together  and  are  illegible,  and  for  these  reasons  should  not 
be  used. 

Antique  Type. — Antique  type,  which  is  a  heavier  face  than 
the  Roman,  but  not  heavy  enough  to  be  considered  a  bold  face  is 
used  in  formal  books,  text  books,  dictionaries,  etc.,  for  the  head- 
ings or  beginnings  of  paragraphs,  and  can  be  so  used  in  adver- 
tisements. In  fact  Antique  is  a  good  type  for  almost  any  adver- 
tising purpose. 

Gothic  Type. — The  type  which  printers  and  type  founders 
call  Gothic  is  the  plainest  possible,  without  shading  or  serifs. 
It  is  made  for  a  great  variety  of  purposes  and  can  be  had  very 
light  or  very  heavy,  thin,  regular  or  expanded,  and  is  one  of  the 
most  useful  of  types.  Many  advertisers  prefer  Gothic  for  bold, 
strong  display.  Capitals  of  Gothic  in  the  smaller  sizes  are  good 
for  the  text  of  advertisements,  cards  and  other  forms,  but  should 
be  used  with  great  discretion.  A  long  paragraph  of  Gothic  capi- 
tals is  monotonous  and  difficult  to  read. 

Lower  Case  Type. — This  criticism  likewise  applies  to  para- 
graphs set  in  all  capitals  of  any  style.  On  account  of  its  great 
irregularity,  lower  case  (commonly  called  ''small  letters")  is 
always  easier  to  read.  The  best  advertisements  are  those  most 
easily  read ;  and,  for  this  reason,  lower  case  is  being  used  more 
than  ever  before  in  display  lines,  as  well  as  in  the  body  of  the 
advertisement.  Xot  only  is  lower  case  more  legible,  but  more 
words  can  be  put  in  a  line.  It  is  estimated  that  three  lines  of 
lower  case  can  be  read  as  easily  as  one  line  of  capitals,  whatever 
the  type  face. 

Type  Families. — ^Many  faces  of  type  are  now  made  in  ''  fami- 
lies." This  makes  possible  a  more  harmonious  appearance  of 
printed  matter.     Thus  the  Cheltenham  family  is  made  up  of  the 


EMPHASIS  GAINED  BY  TYPE  IN  COLOR  119 

regular  width  of  letter  and  strength  of  face,  known  as  Chelten- 
ham, the  italics,  bold,  bold  italics,  bold  extended,  bold  condensed, 
and  bold  extra  condensed.  Each  of  these  different  faces  has  the 
same  distinguishing  characteristics. 

This  line  is  Chehenham. 

This  line  is  Cheltenham  italic. 

This  line  is  Cheltenham  extended. 

This  line  is  Cheltenham  Bold. 

This  line  is  Cheltenham  bold  italic. 

This  line  is  Cheltenham  bold  extended. 

This  line  is  Cheltenham  bold  condensed. 

This  line  is  Cheltenham  bold  extra  condensed. 

Harmony  of  Type  with  the  Subject  Matter. — In  selecting 
type,  the  advertiser  should  trj^  as  nearly  as  possible  to  choose 
that  kind  which  is  in  harmony  with  the  subject  under  discussion. 
A  light  delicate  type  is  appropriate  for  millinery  or  jewelry 
advertising,  but  a  bolder,  stronger  type  is  better  for  coal,  lumber 
or  iron  advertising.  Type  should  also  be  made  to  harmonize 
with  the  size  and  shape  of  the  space  to  be  filled.  For  instance, 
a  thin,  narrow  page  looks  well  in  a  laterally  compressed  type; 
and  a  page  wider  than  its  height  is  better  set  in  a  regular  or 
expanded  letter. ' 

Harmony  of  Paper  and  Type.— The  harmony  between  paper 
and  type  also  should  be  considered.  A  rough  finish  paper  should 
be  printed  in  an  old  style  or  antique  type.  These  types,  how- 
ever, are  not  out  of  place  on  any  kind  of  paper.  Small,  weak 
letters  on  a  high  finish,  glossy  paper  are  difiicult  to  read  and 
should  be  avoided. 

It  is  not  advisable  to  print  shaded  or  very  thin  type  on  rough 
finish  paper  or  on  blotters  by  the  letter  press  method  of  printing. 
The  difficulty  is  mechanical,  as  the  fine  lines  of  shading  soon  fill 
with  fuzz  from  the  paper  and  with  ink,  producing  the  effect 
of  a  worn  type.  Good  results  are  obtained,  however,  by  the 
lithographic  or  intaglio  processes. 

Emphasis  Gained  by  Type  in  Color.— In  preparing  an  adver- 


120  THE  ADVERTISER'S  TYPE 

tisement  which  is  to  be  printed  in  two  or  more  colors,  it  should 
be  noted  that  black  and  white  make  the  strongest  possible  contrast. 
If  color  is  to  be  used  for  emphasis,  it  is  necessary  to  set  the 
emphasized  words  in  a  heavier  type.  Unless  this  is  done,  the 
intended  emphasis  will  in  reality  appear  weaker  than  the  rest  of 
the  matter.  If  the  entire  advertisement  is  to  be  printed  in  color, 
old  style  antique  is  decidedly  effective. 

Definition  of  a  Font.— A  font  is  the  unit  of  type  sold  by  the 
type  founder  to  the  printer.  The  word  also  indicates  the  amount 
of  type  a  printer  has  of  a  certain  kind,  as  a  fifty-pound  font  or 
a  twenty-five-pound  font,  but  it  has  no  useful  meaning  for  the 
advertiser. 

Measurement  of  Type. — In  America  type  is  measured  accord- 
ing to  a  system  adopted  by  the  type  founders  in  1886  and  known 
as  the  point  system.  A  point  is  nearly  one  seventy-second  of  an 
inch ;  so  a  letter  measured  by  a  number,  of  points  is  known  as  six 
point,  ten  point,  etc.,  according  to  the  height  of  its  body.  As 
the  body  must  be  made  large  enough  for  the  ascending  and 
descending  letters,  measuring  the  face  of  type  will  not  give  the 
size  of  the  body.  The  only  letters  which  reach  from  the  top  to 
the  bottom  of  the  type  body  are  the  capital  ^^  Q  ''  and  the  lower 
case  '^  j  ".  As  the  name  of  the  size  of  type  refers  to  the  height 
only,  and  not  to  width,  an  eighteen-point  letter  may  be  actually 
larger  in  area  than  a  twenty-four  point  letter.  This  should  be 
borne  in  mind  v/hen  specifying  sizes.  If  type  is  set  with  the  lines 
close  to  each  other, — solid, — it  is  measured  by  a  special  type 
gauge.  Or,  it  may  be  measured  by  counting  the  lines  of  type  in 
one  inch  and  dividing  into  72  to  get  the  number  of  points  in  each 
line;  thus,  if  there  are  six  lines  of  type  to  the  inch,  divide  six 
into  seventy-two  and  the  answer  (12)  indicates  that  the  type  is 
12  point ;  or  nine  lines  to  the  inch  would  indicate  eight  point. 
However,  type  is  usually  set  leaded ;  that  is,  with  thin  strips  of 
metal  between  the  lines.  Thus,  the  above  method  is  not  practical 
where  there  is  doubt  about  the  matter  being  set  solid.  Six  lines 
to  the  inch  may,  and  usually  do,  indicate  10  point  type  separated 
with  two-point  leads. 


MEASUREMENT  OF  TYPE  121 

These  lines  are  set  in  six  point  solid.  Six  point,  which  was  called  "  Nonpareil"  before 
the  days  of  the  pomt  system,  is  the  most  used  of  all  the  small  sizes.  It  is  used  more  than 
other  type  for  setting  tables  of  figures,  as  it  is  half  of  the  standard,  which  is  twelve  point. 
Printer's  spacing  materials  and  brass  rules  used  in  printing  lines  are  always  cut  to  even 
multiples  of  the  six  point  body. 

These  lines  are  set  in  six  point  opened  with  two  point  leads.  Six  point  is  used  for  foot 
notes  and  is  a  splendid  type  for  compact  books  of  reference.  It  may  be  used  for  technical 
information  in  catalogs  and  booklets,  and  for  inscriptions  under  engravings.  Type  smaller 
than  six  point  is  hard  to  read,  and  its  appearance  discourages  the  attempt.  The  use  of 
smaller  type  in  advertising  should  be  avoided  as  a  waste  of  money  and  effort. 

These  lines  are  set  in  eight  point  solid,  which  was  formerly  called 
'•  Brevier,"  probably  on  account  of  its  being  used  in  'lie  early  days  for 
the  printing  of  breviaries.  It  is  now  the  most  widely  used  type  for  news- 
papers and  is  used  to  a  considerable  extent  in  the  printing  of  magazines. 
Many  books  are  printed  in  eight  point. 

These  lines  are  set  in  eight  point  separated  with  two  point  leads.  Eight 
point  is  nearly  twice  the  size  of  six  point  in  area  and  is  correspondingly 
more  legible.  It  is  one  of  the  most  useful  sizes  for  the  body  matter  of 
advertisements  and  for  printing  catalogs  and, booklets.  Eight  point  capitals 
are  specified  by  law  as  the  smallest  letters  allowed  for  statement  of  contents 
on  labels  for  goods  sold  by  the  package. 

These  lines  are  set  in  ten  point  solid.  This  is  the  nearest  size, 
now  made,  to  the  "Long  Primer  "of  formerdays.  Tenpoint  is  the 
great  text  letter  for  magazines  and  books,  and  is  the  smallest  size 
allowed  for  lawyers'  paper  books. 

These  lines  are  set  in  ten  point  leaded  with  two  point  leads. 
Ten  point  is  easily  read  and  is  an  excellent  size  for  advertising  in 
periodicals  or  for  making  catalogs  and  booklets.  It  would  be  a 
good  rule  to  use  ten  point  for  the  body  of  all  advertisements  unless 
there  is  a  special  reason  for  the  use  of  some  other  size. 

These  lines  are  set  in  twelve  point  solid.  Twelve 
point,  formerly  called  ''Pica/'  was  the  standard  of 
type  measurement,  and  still  is,  to  a  large  extent.  The 
American  point  system  is  based  on  this  size  and  all 
printers'  spacing  materials  and  brass  rules,  as  well  as 
the  larger  sizes  of  type,  are  made  in  multiples  of  it. 

These  lines  are  set  in  twelve  point  with  two  point 
leads.  This  size  can  be  used  for  the  body  matter  of 
advertisements,  circulars,  booklets  and  catalogs,  and  is 
an  excellent  head  letter  size  for  use  with  smaller  body 
types. 


122  THE  ADVERTISER'S  TYPE 

This  line  is  fourteen  point. 
This  line  is  sixteen  point. 

This  line  is  eighteen  point. 

This  line  is  twenty  point. 

This  line  is  twenty-four 
point 

This  line  is  thirty 
point. 

This  line  is  thirty- 
six  point. 

An  "  em  "  in  type  measurement  is  tlie  square  of  tlie  body  as 
an  eight  point  em  or  a  ten  point  em.  It  is  the  basis  of  compensa- 
tion for  compositors  and  machine  operators. 

Type  and  Space  Computations. — The  approximate  number 
of  words  in  a  square  inch  of  ordinary  text  matter  is  as  follows : 


18  poin 
14 

Words  to  square  inch 
t,    solid     

9 
8 
8 
7 
7 
6 
0 
5 
5 

point 

Words  to  square  inch 

leaded    

solid 

leaded    

solid 

leaded    

solid 

leaded    

solid 

leaded 

.  .   21 

solid     

e 
( 
t 

. .   32 

12       " 
12       " 
11       " 
11       " 
10       " 

solid     

leaded    

solid     

leaded    

solid     

..    14 
.  .   21 

..    23 

..  38 
..  27 
..  47 
..   34 

10       " 
9       " 

leaded    

solid 

..    16 
..   28 

..  69 
..   50 

MEASUREMENT  OF  TYPE  123 

It  should  always  be  borne  in  mind  that  tables  of  words  per 
square  inch  are  not  accurate  for  two  reasons :  iirst,  because  w^ords 
vary  in  size,  and  second,  because  different  styles  of  types  of  the 
same  body  vary  in  width. 

Foundry  type,  hand  set,  contains  more  w^ords  per  square  inch 
than  the  same  size  set  on  the  linotype.  Type  set  on  the  monotype 
machine  may  be  either  close  set,  as  foundry  type,  or  a  trifle 
wider,  as  linotype  matter. 

If  it  is  required  to  find  the  number  of  words  per  square  inch 
in  type  other  than  plain  Roman,  a  good  method  is  to  mark  off 
4x6  square  inches  on  a  page  printed  in  the  type  desired,  and 
by  counting  the  words,  find  the  average  number  to  the  square 
inch. 

The  regular  sizes  of  type  are  six,  eight,  ten,  twelve  and  four- 
teen point,  and  they  are  the  main  dependence  of  the  advertiser. 
The  five,  seven,  nine  and  eleven  point  sizes  are  called  irregular 
and  are  not  made  in  many  of  the  best  advertising  faces.  These 
should  be  avoided.  In  laying  out  advertisements  the  regTilar 
sizes  only  should  be  specified. 

"  Agate,"  or  five  and  one-half  point  type,  measures  about 
fourteen  lines  to  the  inch.  It  is  used  for  setting  want  advertise- 
ments in  new^spapers  and  for  other  places  where  compactness  is 
required.  A  line  of  this  size  is  used  largely  as  the  unit  in  selling 
advertising  space. 

To  find  the  amount  of  space  a  manuscript  will  occupy  in  type, 
count  the  words  and  divide  by  the  number  in  one  square  inch  as 
given  by  the  above  table.  If  a  manuscript  has  ten  thousand 
words  to  be  printed  in  a  pamphlet,  6x9  inches,  w^ith  type-pages 
of  ten  point  leaded  4^  x  T^/i  inches,  or  31  square  inches,  and  it  is 
desired  to  find  how  many  pages  it  will  take,  the  method  is  as 
follow^s:  w^e  find  that  one  page  contains  31  x  16,  or  496  words. 
Ten  thousand  w^ords  Avill  require  twenty  and  one-sixth  pages 
or  practically,  allowing  for  discrepancies,  a  twenty-four  page 
pamphlet. 

The  method  of  determining  the  correct  size  type  to  he  used  to 
fill  a  certain  space  is  as  follows :  if  a  manuscript  has  one  thousand 
words  and  it  is  desired  to  print  in  four  pages,  3x5  inches, 


124  THE  ADVERTISER'S  TYPE 

we  find  each  page  to  contain  fifteen  square  inches  and  four  pages 
have  sixty  square  inches.  If  we  put  one  thousand  words  in  sixty 
square  inches,  each  square  inch  will  contain  10  words  and, 
referring  to  the  table,  we  find  ten  point  leaded 'type  will  com- 
pletely fill  the  space.  Practically,  however,  it  is  well  to  allow 
five  to  ten  per  cent,  more  room  than  the  exact  amount  to  hold  the 
manuscript. 

Kiimher  of  words  required  to  fill  a  certain  space  tvith  certain 
type  is  computed  as  follows:  if  it  is  found  necessary  to  fill  a 
space  4x5  inches  in  an  advertisement  and  eight  point  type  is 
desired,  by  multiplying  the  number  of  square  inches  (20)  by 
the  number  of  words  to  the  square  inch,  we  find  we  will  need 
640  Avords,  if  the  type  is  solid,  or  430  words  if  the  type  is  leaded. 

Practical  Aspects  of  Type  Arrangement. — Tn  the  making 
of  an  advertisement,  as  in  any  other  work,  a  clear  plan  should  be 
first  laid  out  and  everything  made  to  conform  to  it  from  the  begin- 
ning. In  this  way  much  time  and  expense  will  be  saved.  The 
space  to  be  filled,  or  the  size  of  the  page,  should  be  ascertained 
and  the  proper  margins  arranged.  In  booklet  making,  about  one- 
half  of  the  page  will  be  in  the  margins,  leaving  the  other  half 
for  the  printing.  Thus  a  booklet  with  pages  4x6  inches  (24 
square  inches)  should  have  type  pages  25^2  x  4^4  inches  or  11  j4 
square  inches;  and  a  catalog  with  pages  6x9  inches  (54  square 
inches)  will  have  a  type  page  4J4  X'^^/4  inches  or  about  31  square 
inches.  If  proper  margins  are  not  provided  a  good  appearance 
cannot  be  obtained. 

Engravings  should  be  made  to  fit  the  space  for  which  they 
are  intended  on  the  plan.  They  will  not  only  look  better,  but 
will  save  delay  and  expense  in  setting  type  on  the  balance  of  the 
page.  All  manuscripts  should  be  typewritten  on  one  side  of  the 
paper  only,  and  preferably  double  spaced.  Handwriting  should 
be  in  ink  and,  if  names  or  technical  words  are  used,  each  letter 
should  be  legibly  written. 

Each  printing  plant  has  its  own  outfit  of  type  and  no  tAVO  are 
equipped  alike.  In  specifying  type,  allowance  should  be  made 
for  this  fact.  A  great  deal  of  advertising  is  placed  on  competitive 
bidding,  and  it  may  be  that  the  printer  who  gets  the  order  does 


PRACTICAL  ASPECTS  OF  TYPE  ARRANGEMENT  125 

not  have  the  exact  type  requested.  When  in  doubt  it  is  always 
best  to  let  the  printer  choose  the  type  for  the  work,  the  advertiser 
giving  only  the  general  style  wanted. 

Conditions  in  printing  establishments  are  vastly  different 
now  from  the  more  easy-going  days  of  the  past.  High  wages 
and  short  working  days  make  it  necessary  to  account  for  all  the 
time  of  each  workman.  Time  reports  are  now  required  for  each 
operation  on  every  order.  These  have  opened  the  eyes  of  the 
managers  to  the  great  waste  of  carelessly  prepared  manuscript 
and  printing  instructions.  But  when  efficiency  has  been  intro- 
duced and  the  work  is  done  according  to  a  carefully  arranged 
plan,  corresponding  economy  has  resulted.  Just  as  it  is  more 
expensive  to  tear  dowm  a  brick  wall  than  to  change  an  architect's 
plans,  so  it  is  very  costly  to  make  alterations  in  the  proof  that 
should  have  been  made  in  the  manuscript. 

While  the  labor  cost  in  printing  establishments  is  constantly 
rising,  the  use  of  improved  machines  is  tending  to  hold  down 
costs  on  work  adapted  to  them.  In  ordering  printing,  it  is  well 
to  keep  this  fact  clearly  in  mind.  The  largest  quantity  that  can 
be  used  economically  should  be  ordered  at  one  time,  and  the 
printer  should  be  consulted  ns  to  the  laying  out  of  the  work 
at  the  time  the  plan  is  started.  If  the  cost  is  a  consideration, 
as  it  almost  always  is,  the  size  of  the  page  should  be  adapted 
to  the  standard  sizes  of  paper  and  to  the  machines  on  which  the 
work  is  to  be  printed.  The  size  of  the  engTavings  and  the  fineness 
of  the  screen  should  be  determined  at  the  same  time. 

The  style  of  binding  and  the  material  of  the  cover  of  a 
catalog  should  be  chosen  before  any  actual  Avork  is  done.  It 
should  be  remembered  that  books  can  only  be  bound  in  multiples 
of  four  pages.  Sixteen  pages  is  the  most  economical  number, 
for  it  takes  three  right  angle  folds  and  makes  a  better  and  cheaper 
book  than  one  of  twelve  or  twenty  pages.  Thirty-two  small  pages 
can  be  printed  at  one  time  while,  if  the  pages  are  nine  by  twelve 
or  larger,  eight  pages  should  be  put  in  a  form. 

In  designing  the  type  page  it  should  be  kept  in  mind  that  the 
rectangular  page  is  the  cheapest,  and  any  running  of  type  around 
engravings  or  cut-in  heads  or  notes  in  the  margin  add  to  the 


126  THE  ADVERTISER'S  TYPE 

expense  of  the  work.  The  old  style  and  modern  Eonian  types  are 
always  to  be  found  on  the  typesetting  machines  and  should  be 
used  for  quick  economical  work. 

Copy  and  lay-out  were  recently  sent  to  a  printer  with  the  type 
for  each  line  specified.  It  was  set  accordingly  but,  on  the  return 
of  the  proof,  it  was  found  that  all  the  display  lines  were  marked 
to  be  changed  to  another  face  of  type.  This  increased  the  cost 
of  typesetting  more  than  fifty  per  cent,  without  material  change 
in  the  appearance  of  the  advertisement. 

If  the  lay-out  man  does  not  know  his  own  mind,  and  if  he  does 
not  know  exactly  how  an  advertisement  will  look  in  the  type  of  his 
selection,  he  had  far  better  not  specify  the  type  at  all. 

In  specifying  type  sizes,  great  care  should  be  taken  not  to 
overflow  the  allotted  space,  and  lines  should  not  be  marked  for  a 
certain  type  when  there  is  the  least  doubt  that  the  space  is  wide 
enough  to  allow  the  number  of  letters  to  be  put  in  the  line.  Some- 
times manuscript  has  the  lines  marked  for  twenty-four  point 
when  it  is  impossible  to  get  them  in  eighteen  point  type. 

The  wiser  policy  is  to  permit  the  printer  to  change  the  specifi- 
cations to  a  certain  extent,  for  there  are  conditions  which  the 
writer  may  overlook,  or  of  which  he  may  be  ignorant.  For 
instance,  the  bottom  shoulder  on  some  of  the  larger  types  is  as 
much  as  one-eighth  inch,  a  fact  which  often  deceives  the  lay-out 
man.  He  cannot  understand  why  a  line  of  small  type  should 
not  come  close  to  the  large  line  above. 

Sometimes  the  designer  of  an  advertisement  will  take  a  proof 
of  a  picture  and  with  his  scissors  cut  it  to  fit  the  desired  space, 
forgetting  that  it  is  quite  another  matter  to  cut  do^\Ti  the  copper 
engraving. 

In  laying  out  catalogs  with  vignette  half-tones,  care  should 
be  taken  not  to  crowd  them.  These  engravings  have  a  large  mar- 
gin into  which  the  shading  fades  away,  and  a  part  of  the  engi-av- 
ing  does  not  show  on  the  proof,  ^ot  only  for  mechanical 
reasons,  but  for  the  sake  of  appearance,  ample  space  for  these 
illustrations  must  be  allowed,  as  their  beauty  is  lost,  if  crowded 
into  the  adjoining  type. 

The   following   questions    and    answers    regarding   lay-out, 


PRACTICAL  ASPECTS  OF  TYPE  ARRANGEMENT         127 

selected  from  the  Curtis  Publishing  Company's  booklet  of  general 
instructions,  are  to  be  heeded  by  all  advertisers  : 
Q.  What  is  a  lay-out  ? 

A.  A  lay-out  is  a  draft  of  the  general  appearance  desired 
for  an  advertisement.  It  is  intended  for  the  gTiid- 
ance  of  the  compositor  in  assembling  and  arranging 
type-matter  and  cuts,  and  also  serves  as  a  guide  to 
work  done  on  the  material  by  the  engraver. 
Q.  What  should  the  lay-out  show  ? 

A.  The  lay-out  should  indicate  clearly  and  beyond  question 
the  relative  position  of  each  illustration,  and  of  dis- 
play and  body  type.  It  should  also  give  exact  in- 
structions as  to  whether  a  border  is  to  be  used  and, 
if  so,  Avhat  kind. 
Q.  What  are  the  most  common  defects  in  lay-outs  ? 

A.   First,  showing  a  cut  not  the  same  as  the  one  sent  us. 
Second,  failing  to  tell  us  whether  or  not  a  border  is 
desired.      Third,   insufficient  or  confusing  instruc- 
tions about  the  arrangement  of  type. 
Q.  Does  it  pay  to  prepare  good  lay-outs  ? 

A.   It  pays  well.      The  compositor's  ambition  is  stirred 
and  his  best  effort  is  put  into  a  well-laid-out  adver- 
tisement.    Xo  compositor  can  do  his  best  on  a  piece 
of  carelessly  prepared  copy. 
As  to  typesetting  in  general,  a  great  improvement  has  been 
made  in  the  last  fifteen  or  twenty  years  in  the  direction  of  sim- 
plicity.    The  old  fancy  types  which  were  used  in  the  most  incon- 
gruous manner  are  now  seldom  seen.     The  curved  rule  and  typo- 
graphic flowers  are  out  of  date.     People  no  longer  insist  on  type 
set  in  curved  lines.     All  these  things  added  greatly  to  the  cost  of 
setting  type,  especially  the  curved  lines  which  took  an  indefinite 
time  to  set,  and  caused  an  equal  amount  of  trouble  on  the  press. 
Ornamentation  and  decoration  are  now  left  to  the  artist  and 
the  engraver,  and  the  faces  of  type  used  in  advertising  are  of 
plain  desigTL  made  in  such  carefully  graded  sizes  that  harmony 
of  design  in  the  advertisement  is  easily  secured.     Typography 
is  confined  to  its  own  work  of  making  the  advertisement  legible 
and  pleasing. 


128  THE  ADVERTISER'S  TYPE 


No  ^  No  new  paragraph. 

Run  in  Let  there  be  no  break  in  the  reading. 

^  Make  a  new  paragraph. 

V/  v/  V^  Correct  uneven  spacing  of  words. 

^  Strike  out  the  marked  type,  word,  or  sen- 
tence. 

G)  Reverse  this  type. 

:ffi  More  space  where  caret  y\  is  marked. 

^^  Contract  the  spacing. 

O:  Take  out  all  spacing. 

f  Move  this  to  the  left. 

"I  Move  this  to  the  right. 

'     '  Raise  this  line  or  letter. 

, ,  Depress  this  line  or  letter. 

II  Make  parallel  at  the  side  with  other  lines. 

□  Indent  line  an  em. 

^  Push  down  a  space  that  blackens  the  proof. 

X  Change  this  bruised  type. 

w,f.  Change  this  faulty  type  of  a  wrong  font. 

tr.  Transpose  words  or  letters  underlined. 

Lc.  Put  in  lower-case,  or  small  letters. 

s,c.  Put  in  small  capitals. 

caps.  Put  in  capitals. 

^  Insert  apostrophe.  Superior  characters 
are  put  over  an  inverted  caret,  sls  ^  ^ 
i  ^ ,  etc. ;  for  inferior  characters  the 
caret  is  put  in  its  usual  position,  as  in  i" 

rom.  Change  from  italic  to  roman. 


Fig.  47a — Proofreader's  signs.     (Correct  Composition,  T.  L.  DeVinne). 


/\ 


PRACTICAL  ASPECTS  OF  TYPE  ARRANGEMENT  129 


ital.       Change  from  roman  to  italic. 
O         Insert  pM'iod. 
J I        Insert  eoninia. 
;/        Insert  semicolon-. 
:  /        Insert  colon. 
=  /        Insert  hyphen. 
/ — /       One-em  dash. 
1^1     Two-em  dash. 

(9i  Take  out  cancelled  character  and  close  up. 
Qu,  or  ?  Is  this  riglit  ?     See  to  it. 

A        Insert  letter  or  word  marked  in  margin. 
I  I  I  I      Hair-space  letters  as  marked. 
Stet       Restore  crossed-out  word  or  letter. 
....       Dots  put  below  the  crossed  word  mean : 
Cancel  the  correction  first  made,  and  let 
the  types  stand  as  they  were, 
^-v        Over  two  or  three  letters.    Change  for  the 
diphthong  or  for  a  logotype,  as  oe,  ffi, 
^^^E     Straighten  lines. 

Diagonal  lines  crossing  the  text  indicate 
that  the  composition  is  out  of  square. 
Out,  see  copy.    Here  is  an  omission ;  see  copy. 

Corrections  or  textual  improvements  suggested  to 
the  author  should  be  accompanied  by  the  intei'- 
rogation-point  and  be  inclosed  in  parentheses  or 
^'ringed,"  as  (^r. /.?•)  or  (^/.^). 

Corrections  should  always  be  made  in  the  mar- 
gin, and  never  in  the  text ;  faults  in  the  types  or 
text  to  be  indicated  only  by  light  pen  marks. 

Fig.  476. — Proofreader's  signs, — Continued.     (Correct  Compogition,  T.  L.  DeVinne) 


130  THE  ADVERTISER'S  TYPE 

We  should  Lear  in  mind  that  printing  is  simply  a  means  for 
the  conveyance  of  thoughts.  While  it  is  best  when  it  is  artistic 
and  in  good  taste,  it  is  more  important  \hat  it  be  legible.  Good 
advertising  printing  will  never  obtrude  its  own  personality  to 
such  an  extent  that  it  obscures  the  purpose  of  the  advertisement. 

Printing,  like  language,  might  be  compared  to  window  glass. 
It  is  best  when  it  is  clearest.  When  we  can  clearly  see  through 
it  the  thoughts  of  the  author,  we  know  that  it  is  good. 

An  analysis  of  the  practical  relation  between  type  and  space 
is  illustrated  in  the  following  paragraph : 

This  is  ten  point  type  set  leaded,  and  is  printed  to  give  adver- 
tisers an  opportunity  to  see,  and  to  show  their  clients,  just  how  a 
proposed  advertisement  will  look  if  printed  in  ten  point  type.  It  is 
intended  to  be  used  with  the  dummy  or  lay-out  sheet.  To  use  it,  find 
the  space  to  be  occupied,  and  cut  from  this  sheet  a  piece  the  exact 
size.  Paste  this  piece  on  the  lay-out  sheet  in  its  correct  location. 
Each  square  inch  of  this  t3^pe  contains  an  average  of  sixteen  words, 
and,  by  measuring  the  size  of  the  piece  cut  out,  the  number  of  words 
which  the  space  contains  can  be  readily  found.  Be  sure  to  cut  this 
sheet  showing  type  size  the  exact  size  of  the  type  matter,  allowing 
proper  margins.  This  type,  however,  is  "  leaded  ^^;  that  is,  it  has 
thin  strips  of  metal  two  points  thick  between  each  line.  If  it  is 
necessary  to  crowd  in  more  words,  these  strips  of  metal  (leads)  can 
be  taken  out  and  then  each  square  inch  will  contain  twenty-one 
words.  It  will  be  impossible  for  the  printer  to  crowd  more  words  in 
the  space,  if  ten  point  type  is  used;  and  great  care  should  be  ex- 
ercised not  to  put  more  words  in  the  manuscript  than  the  space  will 
contain.  If  necessary  to  have  more  words,  a  smaller  type  will  be 
required.  By  the  use  of  this  sheet  a  correct  idea  of  the  appearance 
of  the  advertisement  will  be  obtained,  and,  if  the  number  of  words  in 
the  manuscript  is  confined  exactly  to  the  capacity  of  the  space,  the 
printer  will  have  no  reason  to  substitute  a  different  size.  Printers' 
bills  for  alterations  can  thus  be  avoided.  In  placing  engravings  in 
manuscripts,  be  sure  to  allow  room  for  the  full  size  of  the  engraving 
and  not  only  for  the  part  which  shows  in  print.  A  margin  of  an 
eighth  to  a  quarter  of  an  inch  is  required  on  all  sides  of  the  engraving 
for  blocking. 


PRACTICAL  ASPECTS  OF  TYPE  ARRANGEMENT  131 


2  2  Nlav>;ef  vS-b.  Gg>,iaEn,N.r 


(lld{JXJuu^  fic^ 


-/vJ 


"Dobbin" 
Wants  a 
Blanket 

"Old  Dobbin"  says  these  last  few  days  were 
cool  enough  to-  make  any  liorse  shiver  if  he 
hadn't  a  blanket  on. 

He  say«,  he.  and  other  horses  too,  .ihould  be 
covered  with  a  big.  warm  blanket  after  they  have 
been  driver*  a  /ew  miles  and  then  allowed  to  stand  in 
the  wind.  And  it  must  be  a  woolen  one.  «6  tliar  it 
will  take  up  the  perspiration  and  keep  them  from 
catching  cold.     He  suggests  these: 

All-Wool  Blankets— $4.50 
807r-Wool  Blanket«-$2.75 
Breast  Aprons— 60c    each 

Tliese  blankets  weigh  1  pounds  ond  are  84  inch- 
"i  ^<?f?  90  'nches  deep-big  enough  to  cover  up 

a  1500  pound  horse. 

Better  lake  "DobhinV  advice.  Blankets  cost 
less  than  a  veterinarinns  bill  for  a  cold.  Have  .hem 
sent  by  1  arccis  Post  if  you  can't  come  in. 

A.  McCULLY  &  SONS 

At-the-Ferric* 
22  Market  St.  Camden,  N.  J. 


Fig.  .46.— Suggested  lay-out  and  the  finished  adve 


rtisement. 


132  THE  ADVERTISER'S  TYPE 

The  copy,  form,  suggested  type  and  tinished  advertisement 
(Fig.  46)  indicate  the  precision  demanded  to  secure  the  most 
excellent  results : — 

COPY  FOR  OCT.  30TH 
"  Dobbin  ■"  Wants  a  Blanket 
"  Old  Dobbin  ''  says  these  last  few  days  were  cool  enough  to  make  any 
horse  shiver  if  he  hadn't  a  blanket  on. 

He  says,  he,  and  other  horses,  too,  should  be  covered  with  a  big. 
warm  blanket  after  they  have  been  driven  a  few  miles  and  then  allowed 
to  stand  in  the  wind.  And  it  must  be  a  woollen  one.  so  that  it  will  take 
up  the  perspiration  and  keep  them  from  catching  cold.     He  suggests  these: 

All-Wool  Blankets   $4.50 

807c-Wool   Blankets    $2.75 

Breast  Aprons    60c.  each 

These  blankets  weigh  7  pounds  and  are  84  inches  long  and  90  inches 
deep — big  enough  to  cover  up  a  1500-pound  horse. 

Better  take  '*  Dobbin's  "  advice.    Blankets  cost  less  than  a  veterinariairs 
bill  for  a  cold.     Have  them  sent  by  Parcels  Post  if  you  can't  come  in. 
A.   McCULLY  &   SOXS 
At-the-Ferries 
22  Market  St.  Camden,  N.  J. 

QUESTIONS 

1.  What  is  meant  by  the  following  terms  in  connection  with  type:   point 

system ;    leaded  type ;    em ;    lay-out ;    copy. 

2.  What  are  three  fundamental  principles  which  should  be  considered  in 

choosing  type? 

3.  What  is  the  danger  of  judging  the  effect  of  an  advertisement  by  cutting 

out  an  illustration  and  inserting  it  into  the  desired  space  to  be  filled? 

4.  What  should  be  the  relationship  betAveen  the  type  and  white  space  of 

any  advertisement? 

PROBLEMS 

1.  How  many  pages  will  a  manuscript  make  that  contains  eight  thousand 

words?    The  type  page  to  be  214  x  4  inches  and  set  in  10  point  leaded 
type. 

2.  Will  a  pamphlet  of  32  pages,  no  cover,  6x9  inches  with  half-tone  engrav- 

ings go  through  the  mail  for  one  cent?    How  did  you  estimate? 

3.  How  can  we  make  a  book  as  thick  and  pretentious  as  possible  but  with  a 

small  manuscript?     Suggest  four  factors. 

COLLATERAL  READINGS 
The  Typography  of  Advertisements.  Trezise,  Chapter  ix,  "  On  Choosing 

Type." 
Principles  of  Advertising  Arrangement.  Frank  A.  Parsons,  Chapter  ix. 
How  TO  Advertise  to  Men,  System,  page  39,  "  Determining  Amount  of 

Space  and   Amount   of   Copy." 
A  Theory  of  Pure  Design,  Denman  W.  Ross,  page  186,  "  Composition." 
Ads  and  Sales.  PTerbert  N.  Casson.  Chapter  viii. 

Ad\t:rtistng  Mediums.  Dean  Chas.  O'Connor,  Chapter  xxxv  (2nd  Edition). 
Correct  Composition.  Theodore  L.  De  Vinne. 
Plain  Printing  Types,  Theodore  L.  De  Vinne. 


PRACTICAL  ASPiECTS  OF  TYPE  ARRANGEMENT         133 


a 


zf  Though  several  difTerinj*-  opinions  exist  as  to 

'the  individual  by  w^fom  the  art  of  printing  was    "v 

first  discovered;    yet  all  authorities  concur  in 

admitting    Peter  Schoeffer    to  be  the   person 

who  invented  cast  victal  types,  having  learned 

0(    the  art  -^  of  c:tt(ing  the  letters  from  the  Gu- 

:/  tenbergs/  he   is   also  supposed   to  have  been 

^   the  first  whoengraved  on  copper  plates.    The    /-/ 

following  testimony  is  presevcd  in  the  family,    ^ 

/  by  ^Jo.  l^Fred.  ^^Faustus,  ^^of  i^Ascheffenburg : 

j— I  ^  Peter    Schoeffer,    of    Gernsheim,    perceiving  ^^^^ji^^j^ 

\y   his  master  Fausts  design,  and  being  himself 

^         A  ^    ' 

^  ^desirous  \  ardently!  to  improve  the  art,  found 

out    (by    the    good    providence  of  God)    the 

method  of   cutting  {i::.f:dc^di)   the  characters    ^'^^• 

in  a  viatrijc,  that  the  letters  might  easily  be 

//  singly  cast  I  instead  of   b[eng  cut.      He    pri-    ^^ 

I    vately   cut  matrices^  for  the  whole  alphabet: 

Faust  was  so  pleased   with    the  contrivam 

-■<J^at  he  promised  l4ter  to  give  him  Ma^only    •^^ 

''  daughter    Christina    m    marriage,^a:   promise      ^    / 

'^hich  he  soon  after  performed,  >^ 

^w    '^But    there   were    manv/<Miculties  at    first    '^^^ 

with  these  letters,  as^there  had  been  before     ^^^oTn. 

,     Vvith  wooden  one^O:he  metal   being  too  soft      /^  y 

to  support  th^orce  of  the  im  pression:   but     '"^ 

this   defecr  was    soon    remedied,    by    mixing 

^  y^  2  I 

a  sul3g>tance  with  the  metal  which  sufficiently    >^, 
Q  ha^ened  it/ 

a?ic/  2iAUe?2,  de  auozcAec/  Ac'd  ?nc&d^ei  me 

Fig.  48. — Example  of  use  of  proofreader's  marks. 


CHAPTER  X 

THE    ILLUSTRATION— MECHANICAL    MAKE-UP 

Psychology  of  the  Illustration.— When  one  contemplates  get- 
ting his  message  to  the  world,  the  illustration  arises  immediately 
as  one  of  the  best  mediums.  Where  words  fail  to  arouse  interest, 
pictures  always  succeed.  A  decidedly  attractive  illustration  will 
be  read  and  w411  often  sell  the  goods  w^here  only  cold  type  matter 
may  be  met  with  indifference.  The  cartoons  in  our  daily  papers 
are  most  important  factors  in  creating  sentiment  or  thrusting  a 
philosophy  upon  their  observers.  It  would  seem  that  the  illustra- 
tion, with  the  possibility  of  picturing  or  calling  up  a  multitude 
of  sensations  at  one  time,  has  so  aptly  adjusted  itself  to  the  mind 
of  humanity  that  even  he  who  ^^  runs  "  may  receive  the  message. 
It  seems  to  be  natural  for  the  masses  to  think  in  terms  of  things. 
If  you  could  have  lived  in  London  three  hundred  years  ago, 
you  would  have  found  each  tradesman  with  the  s^Tiibol  of  his 
particular  goods  hung  before  the  door.  Business  organizations 
in  Brussels  of  the  Old  World  took  the  form  of  guilds  and  these 
guilds  in  turn  modified  their  architectural  structures.  To  see 
an  illustration  of  these  picturesque  old  gaiild-houses  is  to  experi- 
ence a  sensation  and  association  of  ideas  not  entirely  appreciated 
in  a  written  description.  Thus  it  is  that  our  thought  is  constantly 
expressing  itself  in  a  concrete  thing.  The  universal  appreciation 
of  moving  pictures  is  indicative  only  of  the  mind's  tendency 
easily  to  grasp  the  thought  expressed  in  terms  of  things.  A^Tien 
the  tiny  life  within  a  drop  of  water,  the  unfolding  of  beautiful 
flowers,  the  most  exacting  color  detail  of  a  Durbar  celebration 
is  brought  entertainingly  before  us,  we  sit  in  wonderment  or 
pleasure.  But  wonderment  or  pleasure  is  likely  to  lead  to  think- 
ing, and  thinking  leads  to  action.  Thus,  if  I  can  combine  in  an 
illustration  a  series  of  factors  which,  united  in  their  effects, 
make  my  particular  article  stand  unchallenged  in  the  public 
mind;  or  more,  if  I  can  so  climax  my  picture  that  my  article 
becomes  an  immediate  need  to  the  interested  one,  then  the  illus- 
tration has  served  its  true  commercial  purpose. 
134 


CO-OPERATION  135 

Union  of  Illustration  and  Text. — Tn  the  use  of  the  illustra- 
tion one  danger  is  to  be  guarded  against.  Generally  speaking,  the 
illustration  should  not  be  such  as  to  take  one's  thought  away  from 
the  particulai'  selling  proposition  involved.  There  are  times 
when  the  face  of  a  beautiful  girl  is  not  to  be  desired.  Illustra- 
tions should  be  talking  points  in  the  sale  of  an  article.  Amuse- 
ment or  knowledge  are  incidental  factors  to  the  main  commercial 
idea  which  the  advertiser  is  attempting  to  present. 

Two  Purposes  of  an  Illustration. — The  illustration  may 
serve  one  of  two  purposes  in  an  advertisement ;  either  it  should 
prove  an  adjunct  in  re-emphasizing  the  text,  or  it  should  be  sup- 
plementary to  the  text  in  the  sense  that  the  advertisement  is 
only  fully  comprehended  when  both  have  been  read.  Each  should 
so  explain  or  re-enforce  the  other  as  to  produce  a  feeling  of  unity. 
The  advertiser  should  be  constantly  on  the  watch  for  good  photo- 
graphs which  might  be  used  to  give  individuality  to  his  work. 
The  fundamental  principle  of  selection  is  that  of  universality. 
When  we  look  upon  the  Gibson  or  Fisher  pictures,  there  is  some- 
thing in  them  that  reminds  us  of  many  people  wdiom  we  know. 
They  are  never  just  like  one  person,  but  many. 

Hamlet  has  said,  ^^  Suit  the  action  to  the  word,  the  word  to 
the  action,  with  this  special  observance,  that  you  o'erstep  not  the 
modesty  of  nature."  In  advertising  we  are  to  suit  the  illus'tra- 
tion  to  the  text  and  the  text  to  the  illustration,  else  we  may  drag 
the  reader  into  confusion. 

Having  clearly  in  mind  the  advantage  of  illustrations,  the 
need  of  those  possessing  originality  as  well  as  universal  interest, 
and  the  union  of  text  and  illustration  to  produce  the  best  im- 
pression, let  us  proceed  to  an  intensive  study  of  the  mechanical 
factors  involved  in  good  illustrating. 

Co-operation  Between  Advertiser,  Artist  and  Pointer. — 
There  is  often  too  little  sympathy  between  advertiser,  artist  and 
printer.  The  advertiser  with  a  vivid  imagination  and  limited 
expense  account  has  an  idea,  the  artist  is  often  incapable,  and 
the  printer  is  limited  in  equipment.  In  attempting  to  reproduce 
the  idea  of  the  artist,  these  human  and  physical  difficulties  often 
result  in  work  disappointing  to  all  parties  concerned.     But  it  is 


136  THE  ILLUSTRATION— MECHANICAL  MAKE-UP 

here  that  the  advertiser  must  display  great  intelligence.  He 
must  know  when  to  allow  his  own  judgment  of  effects  to  be  over- 
ruled by  either  the  artist  or  the  printer.  Sincerity  of  purpose  in 
co-operation  for  the  production  of  excellent  work,  is  the  spirit 
which  should  associate  itself  in  their  combined  effort.  Mutual 
respect  and  sincere  criticism  are  necessary  human  qualities  in 
order  to  get  the  best  results.  AVhen  the  association  of  these  three 
people  is  not  characterized  by  such  qualities,  it  is  better  that  they 
separate.  A  change  in  printer  and  artist  on  the  part  of  the 
advertiser  should  not  be  based  primarily  on  money.  Workman- 
ship and  results  are  the  most  important  factors.  It  is  often, 
however,  the  executive  having  control  of,  and  yet  lacking 
sympathy  with  the  advertising  man,  who  overlooks  the  human 
factor  herein  involved.  He  bases  his  judgment  of  the  trans- 
action solely  on  the  money  consideration.  Our  art  galleries, 
cameras,  moving  pictures,  highly  illustrated  books,  and  individ- 
ual traveling  experiences  are  educating  the  masses  into  an  appre- 
ciation of  good  pictures ;  the  advertiser  must  become  an  expert 
in  satisfying  the  aesthetic  taste  of  his  particular  group  of  pros- 
pective customers.  He  must  also  affiliate  himself  with  the  best 
artist  and  the  best  printer  in  order  to  get  maximum  results,  the 
utilization  of  whose  efforts,  from  a  monetary  point  of  view,  often 
sacrifices  the  immediate  present  for  the  future. 

The  blend  of  colors,  design  and  size  for  any  kind  of  work 
should  be  at  the  suggestion  of  the  artist.  Circulars,  pamphlets, 
and  folders  increase  their  attention  almost  doubly  by  a  correct 
color  presentation,  and  it  is  to  the  artist,  who  feels  these  relative 
values,  that  we  can  most  profitably  and  savingly  turn. 

Size  of  a  Reprcduction. — It  is  often  desired  to  get  some 
conception  of  the  cize  of  a  reproduced  illustration,  especially 
if  it  is  to  be  decreased  in  size.  This  can  be  ascertained  as  follows : 
A  line  is  drawn  from  the  lower  left  hand  corner  (A)  to  and  pass- 
ing thru  the  upper  right  corner  of  the  picture  (C).  If  the  pic- 
ture is  to  be  reduced  to  a  given  width  (A  B^),  and  it  is  desired 
to  find  what  the  height  would  be,  measure  off  the  width  along  the 
lower  edge  from  the  lower  left  hand  corner  (A  to  E^)  ;  from  the 
point  (B^)  a  measure  is  made  vertically  upward  to  the  diagonal 


VARIOUS  PROCESSES  OF  REPRODUCTION 


137 


line  and  the  exact  height  will  be  obtained  (B^  C^ ) .  If  the  height 
is  given  and  the  width  is  unknown,  measure  from  the  lower  left 
corner  to  the  desired  height  (AD^)  and  then  across  to  the 
diagonal  line  (D^  C^ ).     See  Fig.  49. 

In  considering  the  illustration,  an  accommodating  camera 
will  handle  any  drawing  of  reasonable  dimension.  It  is  much 
easier  to  reduce  the  size  of  the  drawing  than  to  enlarge  it.  In 
the  latter  instance  a  new  drawing  of  a  larger  size  is  advised. 
On  an  enlarged  drawing  the  defects  become  magnified  and 
the  results  are  often  unsatisfactorv.     In  either  event,  if  other 


Fig.  49. — Method  of  finding  proportions. 

than  proportionate  changes  are  desired,  illustrations  must  be 
redrawn. 

Various  Processes  of  Reproduction. — In  newspapers  and 
magazines  there  are  three  kinds  of  processes  used  in  developing 
an  illustration ;  namely,  the  zinc  etching,  the  half-tone,  and  the 
wood  engraving.  These  three  are  originals  of  which  replicas  are 
needed  to  meet  the  demands  of  economy,  and  such  replicas  are 
known  as  electrotypes,  nickeltypes  and  stereotypes. 

The  zinc  etching  is  a  reproduction  of  any  pen  and  ink  draw- 
ing, tv^pe  matter  or  tracing,  but  not  blue  print.     The  copy  is 


138 


THE  ILLUSTRATION— MECHANICAL  MAKE-UP 


placed  before  a  camera  and  a  negative  obtained.  Xo  screen  is 
used.  This  negative  is  usually  printed  upon  a  zinc  plate,  though 
for  finer  effects  copper  is  used.  The  zinc  between  the  photo- 
graphed lines  is  removed  by  the  use  of  nitric  acid  until  in  thin 
etching  bath  the  proper  printing  depth  has  been  obtained.  Many 
thousand  impressions  may  be  made  from  this  zinc  etching,  but 
if  the  illustration  is  to  be  used  for  a  long  time  an  electrotype 
should  be  made  from  it.     Fig.  50  is  a  simple  pen  drawing  con- 


Courtesy  U.  G.  I.,Phila. 


Fig.   .50. — Best  for  cheap  paper. 


sisting  of  black  and  white  lines  from  which  a  most  excellent  zinc 
etching  can  be  made.  The  use  of  the  line  plate  is  generally 
restricted  to  the  following:  trade-marks,  dra"wn  lettering,  bor- 
ders, and  artistic  pen  or  pencil  sketches. 

To  make  an  electrotype,  an  impression  of  the  zinc  etching  is 
made  in  wax  and  suspended  with  a  plate  of  copper  in  an  acidu- 
lated solution  of  copper  sulphate.  An  electric  current  is  then 
turned  on  and  the  waxened  impression  begins  to  be  plated.  When 
of  sufficient  thickness,  the  wax  is  removed  from  'the  plate,  and 
after  mechanical  adjustment  the  new  impression  or  electrotype 


VARIOUS  PROCESSES  OF  REPRODUCTION  139 

is  ready  for  the  printing  press.  This  same  process  is  carried  out 
in  the  reproduction  of  half-tones  and  wood  engravings. 

NicheUype  is  made  by  depositing  nickel  instead  of  copper 
on  the  face  of  the  mold  by  means  of  the  electrotype  process.  A 
nickeltype  is  an  electrotype  whose  use  is  made  necessary  because 
of  its  inherent  quality  to  reproduce  certain  colors  more  effectively 
than  the  pure  copper. 

Half-to7ie  engravings  are  taken  from  either  the  object  itself, 
photographs  or  wash  drawings  in  black.  The  first  step  in  the 
half-tone  process  is  the  photographing  of  the  object  of  illustration 
thru  a  screen  interposed  between  the  copy  and  a  sensitized  plate 
in  the  camera.  The  result  is  a  negative  the  surface  of  which  has 
been  broken  up  into  very  small  dots.  In  proportion  to  their  size 
these  dots  give  all  degrees  of  tone  except  positive  blacks  or  whites. 
Hence  the  name  '"  half-tone."  The  negative  is  printed  on  a  cop- 
per plate  and  goes  thru  the  etching  process  above  described. 
Afterward,  all  the  defects  are  taken  out  and  the  half-tone  engrav- 
ing is  prepared  for  mounting.  Fig.  55  reveals  different  screen 
processes,  as  well  as  the  varied  effects  to  be  created  by  each  when 
printed  on  different  grades  of  paper. 

Xearly  all  photographs  for  engraving  need  retouching.  Dis- 
tinctness of  detail  and  outline  is  the  desirable  characteristic.  A 
half-tone  made  from  a  half-tone  is  seldom  satisfactory,  while 
anything  having  colors  should  always  first  be  photographed. 
The  quality  of  paper  upon  which  the  half-tone  is  to  be  printed 
decides  what  screen  is  to  be  used. 

The  luood  cut  was  the  original  method  of  reproducing  a 
drawing.  This  is  obtained  either  from  a  drawing  or  a  photo- 
graph. Either,  however,  should  be  absolutely  correct  in  detail 
as  this  process  produces  an  illustration  which  is  clear  and  distinct 
above  the  others.  It  is  this  necessity  for  care  and  skill  on  the  part 
of  the  engraver  which  makes  wood  engraving  more  expensive  than 
the  others.  Because  of  the  sharpness  of  outline,  this  process 
seems  to  be  the  best  for  mechanical  subjects  and  illustrations 
which  are  to  be  used  extensively.  The  wood  cut  itself,  however, 
is  merely  to  serve  as  a  pattern  for  an  electrotype. 


140  THE  ILLUSTRATION— MECHANICAL  MAKE-UP 

Combining  Different  Parts  of  Different  Illustrations. — If  it 
is  desired  to  combine  different  parts  of  illustrations  so  as  to  carry 
out  some  conception  of  the  advertiser,  the  following  suggestion  is 
made  by  Fowler  in  his  ^^  Building  Business  ■' : 

^'  Lay  a  piece  of  blue  carbon  paper,  face  dowmward,  on  some 
white  bristol  board;  fasten  all  three  in  position  on  a  drawung 
board  w^ith  thumb  tacks.  Xext,  trace  w4th  a  sharp  point  all  the 
principal  lines  of  the  figure,  being  careful  to  follow  them  exactly, 
and  only  tracing  such  lines  as  bind  the  important  details  of  the 
design  or  illustration. 

'^  When  the  clipping  and  carbon  paper  are  removed,  a  tracing 
will  be  found  on  the  bristol  board  that  will  give  all  the  principal 
lines  of  the  figiire.  These  should  be  inked  over  with  Higgins's 
black  waterproof  drawing  ink,  care  being  taken  to  make  the  lines 
as  smooth  as  possible. 

"  If  this  tracing  is  carefully  made,  any  engTaver  can  make 
a  good  zinc  etching  of  it.  It  is  always  desirable  that  the  engrav- 
ing be  smaller  than  the  drawing,  so  as  to  permit  considerable 
reduction  in  size  as  such  reduction  obliterates  much  of  the  rough- 
ness in  the  lines  and  the  poor  workmanship  that  is  common  with 
the  amateur  draftsmen,  or  wuth  people  who  have  little  artistic 
ability. 

^^  Xo  one  has  the  right  to  use  a  copyright  picture,  however, 
unless  he  changes  its  identity." 

Stereotypes. — The  newspapers  have  a  process  for  duplicating 
their  forms  known  as  stereotyping.  If  you  are  an  advertiser 
and  wish  to  insert  the  same  advertisement  in  several  papers, 
by  sending  a  copy  to  one  newspaper  and  asking  for  a  number  of 
stereotypes,  it  is  sometimes  possible  thus  to  duplicate  your  adver- 
tisement for  the  other  newspapers. 

Stereotypes  are  made  by  beating  a  moistened  paper  pulp  sub- 
stance against  the  form  into  which  the  lay-out  for  the  advertise- 
ment has  been  put  until  this  substance  contains  an  exact  repro- 
duction of  the  surface  desired.  This  pulp  wuth  its  impression 
is  then  heated,  dried  and  placed  on  a  half  cylinder,  when  molten 
type  metal  is  run  into  the  space  between  the  cylinder  and  the 
paper.     By  a  mechanical  device,  this  molten  type  is  hardened 


Fig.  51e. — The  complete  result. 

Fig.  51d. — Blue  plate. 
Fig.  51c. — Showing  result   of   the   printing   of   the   red   and   yellow    plates. 


Fio.   51b. — Red  plato. 
riG.  £>1A. —  Yellow  plate. 


IP''* 


Fig.  51d. — Blue  plate. 
Fig.  51c. — Showing  result   of   the   printing  of   the   red   and   yellow    plates. 


Fig.  51b. — Red  plate. 
—  Yellow  plate. 


Fig.  51c. — Showing   result   of   the   printing   of   the   red   and   yellow    plates. 


Fi(5.   .51h. — Red  plate. 
i"i>;.  biA. —  iciiow  plate. 


Fig.  51k. — Red  plate. 
!  H..  blA.—  iellow  plate. 


1-Kj,  51a.— YelluvvpiMt, 


KINDS  OF  ENGRAVING  141 

into  the  desired   impression  before  the  paper  has  been  even 
scorched. 

Kinds  of  Engraving.— There  are  three  other  kinds  of  en^-rav- 
mo-  with  which  every  advertiser  should  be  familiar:  steefaiid 
copper  engraving;  color  effects  through  a  combination  of  half- 
tones and  the  Ben  Day  process;  and  lithography. 

Steel  and  Copper  Enrjravings.—TXie  difficulty  and  nicetv  of 
detail  required  in  the  production  of  steel  and  copper  enoravings 
make  this  method  quite  expensive.  The  rich  and  digiiilied  effects 
are  enough  to  warrant  the  expense,  if  one  wishes  to^be  character- 
ized as  of  positively  good  taste.  A  calling  card  upon  which  the 
name  has  been  steel  engraved  suggests  the  feeling  of  quality. 
Engraving  is  to  be  recommended  for  both  professional  and  busi- 
ness cards.  The  traveling  man  finds  their  use  an  aid  in  intro- 
duction.    It  advertises  the  taste  of  the  user. 

When  the  plate  for  a  steel  or  a  copper  engraving  has  been 
made,  its  entire  smooth  surface  is  inked,  the  ink  being  forced 
into  the  engraved  crevices.  The  plate's  smooth  surface  is  then 
cleaned  with  benzine  and  polished  with  whiting.  Then  the  card 
or  paper  to  be  printed  is  placed  over  the  plate,  and  a  powerful 
press  forces  the  card  and  plate  together  until  the  ink  has  been 
transferred  from  the  crevices  on  to  the  card. 

Three-Color  Process.~By  the  three-color  process  (that  is 
the  combination  of  the  three  primary  colors,— yellow,  red  and 
blue,  Fig.  51)  all  the  colors  of  an  oil  painting  or  water  color 
may  be  faithfully  reproduced  if  properly  handled  by  a  first-class 
tjiree-color  photo-engraver,  which  in  lithography  might  require 
i  to  11  or  more  color  impressions.  These  plates  are  made  by 
making  three  half-tone  negatives,  one  for  each  of  the  three  color 
plates,  thru  proper  color  screens  placed  inside  of  the  camera 
back  of  the  lens.  The  negative  for  the  yellow  plate  is  made  by 
photographing  all  the  yellow  of  the  picture  and  that  portion 
o±  the  yellow  which  enters  into  the  combination  of  other  colors 
by  placing  a  violet  screen  back  of  the  lens.  The  negative  for  the 
red  plate  is  made  by  photographing  thru  a  green  screen,  and 
the  negative  for  the  blue  plate  is  made  bv  photographing:  thru 
an  orange  screen.     It  is  absolutely  necessary  that  these  three 


142 


THE  ILLUSTPL\TIOX— MECILIXICAL  MAIvE-UP 


negatives  be  made  of  exactly  one  size  to  insure  a  perfect  register 
in  printing. 

AYhen  these  colored  negatives  are  correctly  made,  and  the 
plates  properly  etched  by  a  skilled  artist  or  re-etcher,  and  printed 
by  a  competent  pressman,  the  result  is  a  counterpart  of  the 
origina'.  cop^  ;  but  the  work  must  be  handled  by  the  most  expert 
workmen  throughout  in  order  to  get  satisfactory  results. 

Half-tones  and  Colors. — Colored  printing  differs  with  the 


Courtesy  U.G.  L.Phila. 


Fig.  52. — Ben  Day  screen. 


number  of  colors  and  kind  of  illustration  to  be  produced.  There 
are  excellent  results  to  be  obtained  in  the  printing  of  three  colors 
where  each  engTaving  is  a  half-tone.  Take,  for  instance.  Fig.  51 : 
^^A"  is  a  half-tone  printed  in  yellow ;  '^  B  "  is  a  half-tone  printed 
in  red ;  ''  C  "  is  a  combination  of  these  two ;  '^  D  "  is  a  half-tone 
blue  which,  combined  with  ''  C,"  produces  ''  E,"  the  finished 
picture.  Four  color  half-tone  process  in  addition  to  the  three 
half-tone  plates  has  a  fourth  one,  black  or  grey  black,  which 
serves  as  a  key  plate  and  brings  out  greater  detail  and  strength. 
The  introduction  of  half-tones  to  produce  a  single  picture 


KINDS  OF  ENGRAVING  143 

necessitates  great  care  on  tlie  part  of  all  parties  concerned  so  as 
to  obtain  a  result  not  blotted  or  blurred. 

There  are,  however,  other  color  processes  than  ''  half-tone." 
For  instance,  it  is  possible  to  have  three  color  shades  in  flat  tints 
reproduced,  the  fourth  alone  being  a  half-tone.  This  is  not  so 
expensive  for  it  does  not  recpiire  the  same  painstaking  diligence 
in  its  make-ready.  The  first  three  of  their  respective  colors  are 
printed  as  follows:  The  first  impression  is  a  perfecth^  blotted 
mass  of  yellow  color;  the  second  impression  introduces  the  red; 
the  third  impression  brings  in  the  blue;  the  last  is  the  intro- 
duction of  the  half-tone  in  black  resulting  in  the  finished 
picture.  The  introduction  of  one  half-tone  thus  lessens  the  neces- 
sity of  great  precision. 

Ben  Day  Process. — What  is  known  as  the  Ben  Day  process  in 
the  reproduction  of  illustrations  is  the  possibility  of  the  use  of 
a  number  of  shaded  effects.  This  makes  possible  variety  and 
excellence  of  results.  Chara.-^ter,  emphasis,  and  clearness  are 
often  obtained  where  the  original  has  failed  in  creating  a  force- 
ful impression  upon  the  mind.  With  the  introduction  of  a 
Een  Dav  screen  notice  the  difference  in  effect  between  Ym.  52 
and  its  companion  Fig.  50.  Fig.  52  is  an  example  of  one  color 
Ben  Day  process,  which  shows  the  combination  of  the  Ben  Day 
process  and  the  line  drawing.  Fig.  53  shows  a  number  of  Ben 
Day  shading  mediums. 

The  LitJiograph  Process.— Lithography  is  an  attempt  to 
imitate  the  steel  and  copper  engraving  and  also  to  produce  color 
effects.  In  lithography  the  effects  are  engraved  on  stone,  which 
is  great  in  expense  unless  great  quantities  are  desired.  For  the 
reproduction  of  steel  and  copper  engraving,  it  is  only  advised  on 
a  very  large  edition  of  cards  or  general  printed  matter. 

QUESTIONS 

1.  Mention  some  of  the  purposes  of  the  illustration.     In  ^vhat  specific  field 

has  the  mind's  tendency  to  grasp  easily  the  thought  expressed,  been 
clearly  defined  ? 

2.  Which  one  of  two  purposes  does  the  effective  illustration  serve?     What 

part  should   universality   play?     Wlien  may   illustrated   effects   prove 
detrimental? 

3.  Summarize  the  advantages  of  illustrations. 


144  THE  ILLUSTRATION— IMECHAXICAL  MAKE-UP 

4.  Name  the  tlir^e  kinds  of  processes  used  in  developing  an  illustration  and 

characterize  each. 

5.  Wliat  numerical  screen!  incs  would  you  advise  for  newspapers  and  maga- 

zine work? 
G.  Give  the  three  kinds  of  engravings  and  describe  each. 

PROBLEMS 

1.  Solve  the  problem  of  mal-adjustnient  often  existing  between  artist,  adver- 

tiser, and  printer. 

2.  Find  a  Avritten   advertisement  and  from   it  design   an   illustration   con- 

cretely expressing  the  main  thought. 

3.  It  is  desirable  to  run  this  advertisement  in  to-night's  paper  at  one-half 

its  width.     Graphically  show  how   it  will  look  when  reduced  to  this 
proportion. 

4.  Clip    several   half-tone   cuts   from   various   sources    and    designate   theii 

approximate  screen  density. 

5.  Differentiate  between  the  color  process  and  the  ''  Ben  Day  "  process. 

G.  Locate  two   advertisements   w^hich  you  believe   illustrate  the   steel   and 
copper  process,  and  that  of  lithography. 

7.  Discuss:    (1)    advisable  sizes  of  half-tone  reproduction : 

(2)  advisability  of  "odd"  and  "even"  color  tones; 

(3)  expense  involved  in  all  processes  and  engravings. 

8.  Xame  the  different  kinds  of  plates  presented  by  advertisers  for  general 

advertising  use. 

9.  What  is  the  significant  difference  in  the  following:    "line  cut  and  zinc 

etching  " ;  "  half-tone  and  electrotype  " ;  "  stereotype  and  electrotype  " ; 
"  electrotype  and  zinc  etching  "  ? 

COLLATERAL  READINGS 

The  Typography  of  Advertisements,  Trezise,  Chapter  ix,  page  110. 
jEsTHETic  Education,  Chas.  DeGarmo,  Chapter  ix,  page  130. 
Principles  of  Advertising  Arrangement,  Frank  A.  Parsons,  Chapter  ii. 
I.  C.  S.  Advertiser's  iiANDBOOJi.,  pages  1G9  to  189,  "  Advertisement  Illustra- 
tion." 


i 


c^ 


CHAPTER  XI 
THE  ILLUSTRATION  i 

The  following  pages  are  self-explanatorv,  showing  how  the 
different  screens  are  adapted  to  the  different  qualities  of 
paper : — 

65   LINE   SCREEN   HALF-TONE   ON  ZINC    (fIG.    55) 

Made  From. — Photographs  and  wash  drawings. 

^Yhere  Used. — City  newspapers  that  print  from  stereotype 
plates. 

^yhy  Used. — A  screen  that  is  coarse  enough  to  stereotype. 

Sti/Ie. — Portraits,  scenes,  interiors,  exteriors  can  be  made 
square,  oval,  or  circular  finish,  preferably  with  line  border.  Por- 
traits can  also  be  made  outline  finish,  that  is,  part  of  the  back- 
ground being  cut  away.  Avoid  the  use  of  this  screen  with  vig- 
nette. 

Paper. — The  very  cheapest  grades  of  paper  such  as  used 
in  newspapers. 

Caution. — Xever  use  this  screen  for  illustrating  any  picture 
showing  small  fine  detail. 

Subjects  Used. — Portraits,  scenes,  interiors,  exteriors. 

85  LINE  SCEEEN  HALF-TONE  ON  ZINC    (fIGS.  55  AND  5G) 

Made  From. — Photographs  and  wash  drawings. 

Where  Used. — Weekly  papers  using  cylinder  press. 

WJiT/  Used. — This  screen  is  still  coarse  but  permits  of  details. 
Will  electrotype,  but  will  not  stereotype. 

Style. — Portraits,  scenes,  interiors,  exteriors  can  be  made 
square,  oval,  or  circular  finish  with  or  without  line  border.  Por- 
traits can  also  be  made  outline  finish,  that  is,  part  of  ihe  back- 
ground being  cut  away.  Xever  use  this  screen  with  vignette 
or  outline  finish  for  any  article  of  merchandise. 

Paper. — The  better  grades  of  paper  such  as  used  in  weekly 
newspaper,  machine  finish,  S.  S.  k  C.  book,  plate  and  coated 
papers. 

Caution. — Xever  use  this  screen  for  illustrating  articles  of 

*Due  courtesy  is  hereby  given  Mr.  C.  F.  Teller,  of  the  Onondago  Litho- 
graphic Company,  Syracuse,  N.  Y.,  for  this  intensive  analysis. 

10  145 


146  THE  ILLUSTRATION 

merchandise.     Use  zinc  etching,     ^ever  use  this  screen  for 
stereotyping. 

Subjects  Used. — Portraits,  scenes,  interiors,  exteriors. 

100  LIXE  SCKEEX  HALF-TONE  OX  ZINC   (fIGS.  56  AND  57) 

Made  From. — Photographs  and  wash  drawings. 

Where  Used. — Weekly  newspapers,  certain  farm  journals, 
mail  order  publications,  and  in  some  magazines  using  a  cylinder 
press. 

Why  Used. — This  screen  is  not  so  coarse  as  the  85  line  screen 
and  therefore  shows  more  detail.  Will  electrotype,  but  will  not 
stereotype. 

Style. — Portraits,  scenes,  interiors,  exteriors  can  be  made 
square,  oval,  or  circular  finish  with  or  without  line  border.  Por- 
traits can  also  be  made  outline  finish,  that  is,  part  of  the  back- 
ground being  cut  away.  Xever  use  this  screen  with  vignette  or 
outline  finish  for  any  article  of  merchandise. 

Paper. — The  better  grades  of  paper  such  as  used  in  w^eekly 
newspapers,  machine  finish,  magazine  text,  S.  S.  &  C.  book,  plate 
and  coated  papers. 

Caution. — Xever  use  this  screen  for  illustrating  articles  of 
merchandise.  Use  zinc  etching.  Never  use  this  screen  for 
stereotyping. 

Subjects  Used. — Portraits,  scejies,  interiors,  exteriors. 

120  LINE  SCREEN  HALF-TONE  ON  COPPER  (fIGS.  56  AND  57) 

Made  From. — Photographs  and  wash  drawings. 

Where  Used. — Trade  papers,  general  magazines,  better 
grades  of  mail  order  publications,  farm  papers,  good  class  of 
catalogs  and  circulars,  and  duograph  or  duotype  half-tone  plates. 

Why  Used. — This  screen  is  finer  than  the  110  line  screen, 
therefore  will  show  more  detail.  It  is  the  most  suitable  screen 
from  which  to  make  copper  and  nickel  electrotypes.  Will  not 
stereotype.  This  screen  and  the  110  line  screen  on  copper  are  the 
best  for  magazine  advertising. 

Style. — Portraits,  scenes,  interiors,  exteriors  and  articles  of 
merchandise  can  be  made  square,  oval,  or  circular  finish,  with  or 
without  line  border  and  outline  finish.    Xever  use  this  screen  vig- 


133  LINE  SCREEN  HALF-TONE  ON  COPPER  147 

nette  finish  (use  outline  finish)  iu  any  magazine  or  publication. 
A  half-tone  vignette  finish  is  the  most  difficult  engraving  to  print 
and  should  never  be  made  on  a  screen  coarser  than  133  line. 

Style. — A  half-tone  vignette  finish  should  be  printed  on  the 
best  coated  papers,  costing  not  less  than  7Vi>  to  8  cents  per  lb. ; 
best  grades  of  half-tone  ink ;  all  make  ready  necessary  to  produce 
perfect  printed  results. 

Paper. — Good  grades  of  S.  S.  &  C.  book,  plate  and  coated 
papers,  and  for  medium  grades  of  printing  on  dull  finish  papers. 

Caution. — Xever  use  this  screen  for  illustrating  articles  of 
merchandise  in  newspapers,  mail  order  publications,  farm  papers 
and  magazines  using  news  or  machine  finish  papers.  Use  zinc 
etchings.     Xever  use  this  screen  for  stereotyping. 

Subjects  Used. — Portraits,  scenes,  interiors,  exteriors  and 
for  the  illustration  of  any  article  of  merchandise  on  smooth  or 
dull  coated  papers. 

133  LINE  SCREEN  HALF-TONE  ON  COPPER  (fIGS.  56  AND  57) 

Made  From. — Photographs  and  wash  drawings. 

Where  Used. — Good  grades  of  catalog  and  circular  w^ork,  and 
the  better  duograph  or  duotype  half-tone  plates. 

^yhy  Used. — This  screen  is  fine  enough  to  show  detail  well. 
It  is  the  best  screen  universally  used  for  good  grades  of  printing. 
It  is  the  finest  screen  that  will  electrotype,  but  will  not  stereotype. 
Xever  electrotype  a  half-tone  plate  133  line  screen  made  vignette 
finish. 

Style. — Portraits,  scenes,  interiors,  exteriors  and  articles  of 
merchandise  can  be  made  square,  oval,  circular  finish  wdth  or 
without  line  border  and  outline  or  vignette  finish.  Kever  use 
outline  or  vignette  finish  for  advertising  in  any  publication ; 
use  110  line  screen  or  120  line  screen.  A  half-tone  vignette 
engraving  is  the  most  difficult  engra^ang  to  print  and  it  should 
never  be  made  on  a  screen  coarser  than  133  line  screen.  A  half- 
tone vignette  finish  should  be  printed  on  the  best  coated  papers, 
costing  not  less  than  7%  to  8  cents  per  lb. ;  best  grades  of  half- 
tone ink;  all  make-ready  necessary  to  produce  perfect  printed 
results. 


148  THE  ILLUSTRATION 

Paper. — Better  grades  of  coated  papers,  and  for  the  best 
grades  of  printing  on  dull  finish  papers. 

Caution. — Xever  use  this  screen  for  advertising  any  articles 
of  merchandise  in  newspapers,  mail  order  publications,  farm 
papers,  trade  papers,  or  general  magazines.  This  is  due  to  the 
fact  that  the  average  publication's  electrotyped  pages  are  gener- 
ally run  under  poor  printing  conditions.  Use  110  line  screen 
or  the  120  line  screen.    Xever  use  this  screen  for  stereotyping. 

Subjects  Used. — Portraits,  scenes,  interiors,  exteriors  and 
illustrations  of  any  article  of  merchandise  on  smooth  or  dull 
finish  coated  papers. 

150  LIXE  SCEEEX  HALF-TOXE  ON  COPPER  (fIG.  57) 

Made  From. — Photographs  and  wash  drawings. 

Where  Used. — Fine  grade  of  catalog  and  circular  work,  and 
the  best  duograph  or  duotype  half-tone  plates. 

^yJly  Used. — This  screen  is  the  finest  for  practical  use,  as  it 
shows  the  most  detail.  It  should  never  be  electrotyped  or  stereo- 
typed. 

Style. — Portraits,  scenes,  interiors,  exteriors  and  articles  of 
merchandise  can  be  made  square,  oval,  or  circular  finish,  with  or 
without  line  border  and  outline  or  vignette  finish.  A  half-tone 
vignette  finish  is  the  most  difiicult  engraving  to  print  and  it 
should  never  be  made  on  a  screen  coarser  than  133  line.  A  half- 
tone vigiiette  finish  should  be  printed  on  the  best  coated  papers, 
costing  not  less  than  7^2  to  8  cents  per  lb. ;  best  grades  of  half- 
tone ink;  all  make-ready  necessary  to  produce  perfect  printed 
results.  Xever  use  this  screen  for  any  style  of  advertising  or  in 
any  magazine  or  publication.  Use  the  110  line  screen  or  the 
120  line  screen.  Xever  electrotype  half-tone  plates  150  line 
screen  any  finish. 

Paper. — The  best  coated  papers  costing  not  less  than  8  cents 
per  lb. 

Caution. — This  screen  should  never  be  used  for  dull  finish 
papers.  Xever  use  this  screen  for  advertising  any  article  of 
merchandise  in  newspapers,  mail  order  publications,  farm  papers, 
trade  papers  or  general  magazines.     This  is  due  to  the  fact  that 


STYLE  OR  FINISH  FOR  HALF-TONE  ENGRAVINGS         149 


the  average  publication's  electrotyped  pages  are  generally  run 
under  poor  printing  conditions.  Use  the  110  line  screen  or  the 
120  line  screen.  Xever  use  this  screen  for  electrotyping  or 
stereotyping. 


Square  finish  with  line,  Ghown  in  three  different  screens. 


€> 


!P 


Vignette  finish,  shown  in  three  different  screens. 


jf^M 


Combination  of  outline  and  vignette  finish,  shown  in  three  different  screens. 


Outline  finish,  shown  in  three  different  screens. 
Couitesy  Gatchel  &  Manning,  Phila. 

Fig.  58. — Four  Styles  or  finishes  for  half-tone  engravings. 

Subjects  Used. — Portraits,  scenes,  interiors,  exteriors  and  for 
the  illustration  of  any  article  of  merchandise  on  the  best  grades 
of  coated  papers. 


150  THE  ILLUSTRATION 

The  Selection  of  the  Style  or  Finish  for  Half-tone  En- 
gravings.— A  square,  oval  or  circular  finisli,witli  or  without  line, 
of  portrait,  scene,  interior,  or  exterior  is  optional  with  the  huyer  ; 
it  is  simply  a  matter  of  taste  (Fig.  5Sa).  Care  should  he  used 
in  ordering  oval  or  circular  finish  half-tones  from  ohlong  or 
square  finish  photographs.  The  oval  or  circular  finish  will 
always  remove  the  corners  of  the  photograph,  so  attention  should 
he  paid  to  see  that  these  finishes  do  not  remove  anything  essen- 
tial to  the  illustration.  In  numbers  of  portraits  where  some  are 
oblong  and  others  oval,  the  oval  finish  is  advised.  It  is  often 
difficult  to  make  square  finish  half-tones  from  many  oval  por- 
traits on  account  of  the  missing  corners,  a  good  artist  can,  how- 
ever, paint  in  a  suitable  addition  to  the  background  which  will 
not  be  noticable  when  reproduced. 

Half-tone  Vignette  Finish. — This  is  a  half-tone  with  the 
edges  on  all  sides  of  the  subjects  fading  away  in  an  irregular 
edge  of  diminishing  color  intensity  (Fig.  5Sb).  This  finish 
lends  itself  effectively  in  a  number  of  subjects  but  can  only 
be  employed  where  good  paper  and  presswork  are  demanded. 
The  plates  require  special  work  on  the  part  of  the  engraver  and 
add  approximately  50c  to  75c  per  plate  of  moderate  size. 

Half-tone  Outline  and  Vignette  Finish. — This  is  a  half-tone 
in  wdiich  part  of  the  background  is  cut  away  and  part  vignette 
(Fig.  58c).  A  half-tone  outline  and  vignette  finish  costs  about 
75  cents  for  the  artist's  work  .to  prepare  the  photograph.  A  half- 
tone outline  and  vignette  finish  is  the  most  suitable  for  high-grade 
catalogs  and  circulars  printed  under  excellent  conditions.  A 
half-tone  outline  and  vignette  finish  is  the  most  difficult  engrav- 
ing to  print.  It  should  be  printed  on  the  best  coated  papers  cost- 
ing not  less  than  7^/2  to  8  cents  per  lb. ;  best  grades  of  half-tone 
ink ;  all  make  ready  necessary  to  produce  perfect  printed  results. 
A  half-tone  outline  and  vig-nette  should  never  be  made  on  a  screen 
coarser  than  a  133  line.  A  half-tone  outline  and  vignette 
finish  should  never  l)e  used  in  newspapers,  magazines  or  in  any 
publication  of  this  kind.  (Use  square,  oval,  circular,  or  outline 
finish.) 

Half-tone    Outline   Finish. — This   is    a   half-tone  with   the 


^ 


bo  line. 


100  line. 


— ^lWi**^^^te* 


120  line.  133  line. 

Fig.  57.— Showing  different  half-tone  screen  results  on  coated  paper 


150  line 


ARTIST'S  WORK  151 

background  cut  entirely  away,  leaving  a  definite  edge  without 
shading  or  vignetting  (Fig.  5Sd).  A  half-tone  outline  finish  is 
recommended  where  space  is  valuable  in  advertising  or  to  show 
the  object  larger  in  a  given  space.  This  can  be  made  from 
photogTt^phs  or  from  any  portrait,  without  artist's  work. 

Half-tone  Square  and  Vignette  Finish.— This  is  a  half-tone 
in  which  part  of  the  outside  edges  are  rectangular  and  parallel, 
and  part  vignette.  A  half-tone  square  and  vignette  finish  re- 
quires from  two  to  five  dollars'  worth  of  artist's  work,  according 
to  the  conditions  of  the  photograph  and  time  necessary  to  secure 
artistic  results.  A  half-tone  square  vigiiette  finish  is  most  suit- 
able for  high-gTade  catalogs  and  circulars  printed  under  ex- 
cellent conditions.  A  half-tone  vignette  finish  is  the  most  difii- 
cult  engraving  to  print  It  should  be  printed  on  the  best  coated 
papers,''costing  not  less  than  Ti/o  to  8  cents  per  lb. ;  best  grades  of 
half-tone  ink;  all  make-ready  necessary  to  produce  perfect 
printed  results.  A  half-tone  square  and  vignette  finish  should 
never  be  made  on  a  screen  coarser  than  the  133  line.  A  half- 
tone square  and  vignette  finish  should  never  be  electrotyped.  A 
half-tone  square  and  vignette  finish  should  never  be  used  in 
newspapers,  magazines,  or  publications  of  any.  kind.  (Use 
square  or  oval  finish.) 

Artist's  Work.— Retouching  of  Photograph  hy  the  Artist.-- 
The  retouching  of  photogTaphs  by  the  artist  is  the  using  of  a  plain 
photograph  as  a  base  and  bringing  out  more  clearly  the  details  of 
construction,  the  elimination  of  reflections  and  the  correcting  of 
minor  distortions.  Good  retouching  demands  as  little  work  upon 
the  original  photograph  as  possible,  hence  the  necessity  for  the 
best  photographs.  In  poor  photographs  it  is  necessary  to  paint 
over  nearly  the  entire  surface  in  order  to  bring  the  copy  to  a 
uniform  tone  value  with  necessary  high-lights  and  shadows  for 
contrast.  Poor  photographs  greatly  increase  the  cost  of  artist's 
work,  and  detract  from  the  naturalness  of  the  photogi'aph. 

Half-tone  Square  Finish  tvith  Line.—X  half-tone  square 
finish  should  never  be  used  in  advertising  any  article  of  merchan- 
dise, especially  machinery  or  furniture,  unless  the  background 
is  directly  related  or  absolutely  necessary  to  show  position  of 


152  THE  ILLUSTRATION 

macliine  in  relation  to  other  machines ;  or  unless  there  is  to  be 
particular  emphasis  on  some  distinctive  feature  of  the  machine. 
The  square  finish  background  tends  to  detract  from  the  article 
of  merchandise  illustrated.  The  article  would  be  more  promi- 
nently displayed  if  made  outline  finish. 

Wash  Drawings. — AVhere  photographs  are  greatly  distorted, 
wash  drawings  are  always  used.  In  the  case  of  an  article  of 
merchandise  which  it  has  been  impossible  to  photograph  or 
where  blue  prints  or  tracings  are  the  only  records  of  detail  that 
can  be  obtained,  a  lead  pencil  sketch  of  the  article  is  made  to  give 
the  right  perspective  and  detail.  When  once  this  pencil  draw- 
ing is  mechanically  and  technically  correct,  it  is  then  washed  in 
by  the  artist  either  by  hand  or  by  means  of  an  air  brush.  (The 
latter  is  an  instrument  used  in  laying  colors  on  the  copy  by 
means  of  compressed  air.) 

Wash  Drawings  of  Buildings  and  Plants. — It  is  impossible 
to  make  photographs  of  many  large  buildings  which  give  an  ade- 
quate conception  of  their  size  or  details  of  construction.  In 
photographing  long  or  high  buildings  they  are  likely  to  be  found 
somewhat  distorted.  In  either  of  these  cases  wash  drawings  are 
made  by  the  artist  from  actual  lead  pencil  sketches  of  the  build- 
ing or  from  photogTaphs  showing  specific  details.  The  large 
pencil  lay-out  is  made  on  a  card-board  20  x  40  inches  and  the 
colors  are  washed  in  upon  the  drawing  either  by  hand  or  by  the 
air  brush. 

Price  for  Artist's  Work. — It  is  impossible  to  make  a  schedule 
of  prices  which  would  serve  as  a  basis  for  the  artist's 
work.  In  retouching  of  photographs  the  cost  of  artist's  work 
depends  upon  the  quality  of  the  photograph ;  that  is,  w^hether  it 
has  many  reflections,  whether  the  details  are  plain  and  distinct, 
or  whether  there  are  any  distortions  to  correct.  The  cost  for 
retouching  a  photograph  is  often  governed  by  the  value  of  the 
article  of  merchandise  as  well  as  the  value  of  the  illustration 
to  the  buyer  of  the  artist's  w^ork ;  for  instance,  if  the  artist's  work 
on  the  photograph  is  to  be  used  in  a  fine  catalog  or  a  cheap 
booklet,  the  expense  is  varied  accordingly. 

If  good  photographs  are  secured,  the  cost  for  retouching  is 


EMBOSSED  COVERS  153 

reduced,  and  better  results  are  obtained.  The  engraver  should 
know  the  vahie  of  the  article  of  merchandise  and  where  the  illus- 
tration is  to  be  used.  This  enables  him  to  give  a  much  more 
intelligent  quotation. 

Sketches.— It  is  impossible  for  many  concerns  to  make 
sketches  free,  as  the  artists  employed  in  the  art  departments  re- 
ceive a  stipulated  salary.  To  illustrate :  A  sketch  of  a  trotting 
horse  on  a  sulky  is  desired.  Xo  artist  can  draw  this  from 
memory — he  must  have  some  information  of  the  detail  of  con- 
struction of  the  sulky  and  the  position  of  the  horse  in  trotting. 
A  considerable  amount  of  time  must  necessarily  be  consumed  in 
securing  this  information.  The  engraver  cannot  afford  to  make 
a  ten-dollar  sketch  on  a  chance  of  getting  a  twenty-dollar  con- 
tract. AVhen  the  order  is  placed  for  a  design  or  illustration, 
sketches  are  prepared  for  approval  of  the  customer,  and  should 
these  not  prove  satisfactory  desired  changes  and,  if  required, 
new  sketches  are  made. 

In  placing  orders  for  drawings,  furnish  all  possible  informa- 
tion as  to  ornamental  or  conventional  designs,  style  of  lettering, 
and  whatsoever  other  information  will  prove  helpful. 

Cover  Designs.— Distinctively  designed  covers  for  catalogs 
and  small  booklets  are  absolutely  necessary  in  gaining  the  atten- 
tion of  the  buyer.  If  it  is  an  attractive  desigii,  harmonious  in 
color  scheme,  and  printed  on  the  right  kind  of  cover  stock,  the 
catalog  will  be  both  read  and  filed  away  for  future  use.  It  is  the 
cover  with  poor  type  arrangement  and  distasteful  color  scheme 
that  finds  its  place  in  the  waste  basket.  At  a  small  cost,  color 
sketches  for  all  cover  designs  are  furnished.  Before  submitting 
color  sketches  for  cover  design,  it  is  necessary  to  know  the  size  of 
the  catalog,  whether  regular  or  broad  fold,  and  the  wording  to  be 
used.  Does  the  buyer  desire  a  conventional  or  an  ornamental 
design,  and  does  he  have  any  preference  as  to  the  color  of  the 
cover  stock,  these  details  must  be  specified. 

Embossed  Covers. — There  are  two  kinds  of  embossing  plates, 
brass  die  embossing  plates  and  zinc  embossing  plates.  The  brass 
die  embossing  plate  such  as  used  on  many  covers  is  hand-cut  m 


154  THE  ILLUSTRATION 

brass.  It  shows  two  or  three  depths  in  the  embossing  and 
gives  a  clear,  sharp  embossing  edge.  Zinc  embossing  plates  cost 
less  money  than  the  brass  die  embossing  plate,  for  instead  of  it 
being  hand  cut  in  brass  it  is  a  positive  etching  etched  deeper  by 
nitric  acid.  The  zinc  embossing  plate  will  not  permit  of  two  or 
three  depths,  nor  such  sharp  lines  as  are  obtained  in  the  brass 
embossing  plates. 

Pen  and  Ink  Drawing. — Pen  and  ink  drawings  are  made 
for  cover  designs,  advertising  ideas,  trade-marks,  and  signatures 
reproduced  by  zinc  etchings.  They  should  always  be  made  with 
India  ink  on  white  paper  stock,  for  if  made  with  ordinary 
writing  ink,  which  is  not  absolutely  black,  it  is  impossible  to 
secure  a  good  zinc  etching.  If  the  ink  is  of  a  decided  bluish 
tint,  it  is  impossible  to  produce  a  zinc  etching. 

Pen  and  Ink  Drav^^ing  Made  from  Photographs. — To  save 
the  cost  of  a  pencil  lay-out  in  making  a  pen  and  ink  drawing 
of  an  article  of  merchandise,  a  photograph  or  wash  drawing  can 
be  rephotographed  and  a  silver  print  made  from  the  negative. 
This  silver  print  would  be  the  same  as  a  pencil  lay-out,  and  it 
saves  the  time  in  making  tracings  or  lead  pencil  sketch  to  get 
the  right  proportion  and  perspective.  After  the  photograph  is 
inked,  the  print  is  bleached  and  a  pen  and  ink  drawing  is  pro- 
duced at  a  moderate  cost. 

Cost  of  Pen  and  Ink  Drav^ings. — The  actual  time  spent  in 
making  a  pen  and  ink  drawing  is  not  considerable.  The  greater 
part  of  the  time  is  generally  consumed  in  making  a  lead  pencil 
lay-out  so  as  to  get  a  balance  of  harmony  and  correct  details. 
For  the  artist  to  get  correct  details  in  connection  with  his  work 
it  is  necessary  for  him  to  have  in  hand  details  of  the  sketch  in 
some  form  or  other.  The  getting  of  this  material  often  con- 
sumes a  great  deal  of  time. 

Photographs. — The  basis  of  all  good  half-tone  illustrations, 
other  than  those  made  from  wash  drawings,  is  the  photograph. 
The  purchasing  of  the  best  photographs  that  money  can  buy 
is  advised,  for  they  are  free  from  distortions,  and  free  from 
bad  reflections.    A  good  photograph  will  always  show  more  detail. 


PAPER  FOR  PHOTOGRAPHS  155 

The  best  artist's  work  can  be  done  on  the  best  photographs,  where 
it  is  possible  to  retain  the  photooraphic  vahie  without  the  neces- 
sity of  covering  it  with  paint.  The  trouble  with  photographs 
made  by  amateurs  is  caused  either  by  cheap  lens  or  lack  of  ex-< 
perience.  The  greatest  faults  in  photographs  made  by  amateurs 
are  distortions,  bad  reflections,  and  lack  of  clear  details,  all  of 
which  increase  the  cost  of  retouching  the  photograph. 

Reduction  Sizes. — For  the  photographing  of  articles  of  mer- 
chandise unless  the  article  is  large,  the  8  X  10  size  is  best.  For 
a  photograph  of  groups  in  parts,  the  11  X  14  size  is  advised. 
On  small  articles  of  merchandise,  not  having  much  detail,  the 
5  X  '^  size  should  be  used.  With  smaller  sizes  it  is  difficult  to 
bring  out  the  details  by  retouching. 

Prints. — Always  furnish  two  prints  so  that  the  artist  can  use 
one  as  a  guide  and  reference  for  bringing  out  the  details  in 
retouching  the  photograph.  All  photographs  should  be  mounted 
or  they  are  liable  to  be  bent,  cracked,  or  torn  in  shipping  or 
handling. 

Paper  for  Photographs. — In  the  retouching  of  photographs 
the  artist  should  have  a  black  and  Avhite  velox  print  with  semi- 
mat  surface.  Eed  as  a  color  always  represents  peculiar  diffi- 
culties in  photographing.  If  the  prints  are  toned  red  they  give 
different  color  values  in  the  half-tone  engTavings.  A  black  and 
white  photograph  on  gelatine  paper,  smoothly  burnished  with 
intense  shadows  and  bright  high-lights,  will  make  the  best  half- 
tone reproduction. 

Avoid  dead  unburnished  copies  or  photogTaphs  containing  a 
bluish  tone.  It  is  almost  impossible  to  make  perfect  work  from 
rough  paper,  matt  finish  or  gray  photograph.  In  selecting 
photographic  prints  for  copies  consider  the  following:  solio 
papers  or  any  of  the  print  out  papers,  toned  to  a  black  and 
white  are  good.  Aristo-platino  paper  does  not  reproduce  well. 
Velox  paper  (glossy)  is  the  best  in  its  class  of  papers,  if  developed 
to  a  greenish  tint ;  carbon  velvet  is  also  good.  Platinum  paper 
(smooth)  with  good  black  color  makes  a  good  copy;  sepia  color 
makes  a  poor  copy.     Negatives  and  tin-types  should  never  be 


156  THE  ILLUSTRATION 

offered  as  copy.  It  requires  extra  expense  iu  rephotographing 
the  half-tone  or  making  refixed  photographs  of  the  negative.  Un- 
fixed photographs  or  proofs  should  never  be  sent  to  the  engraver, 
as  they  turn  black  when  exposed  to  the  light. 

ziis^c  etciiii!^Ct  vn^th  geaixed  backgeouxd  (fig.  59) 
(Produces  an  effect  of  two  colors  with  one  printing) 
Made  From. — Pen  and  ink  drawing  and  type  matter. 
Where    Used. — Xewspapers,   magazines,   catalogs   and  cir- 
culars. 

Why  Used. — For  the  reproduction  of  two  color  effect  by  one 
impression  of  the  printing  press.  Since  a  zinc  etching  with 
grained  background  is  produced  in  the  making  of  the  plates  it  is 


DESIGNS '  PHOTO  -  ENGRAVINOS  i 

!N    ONE   OR    r^ORE   COLORS 

IvlADE     IN 


Fig.   59. — Zinc  etching  with  grained  background. 

not  necessary  to  have  a  grained  effect  in  the  pen  and  ink  drawing 
or  type  matter. 

Paper. — Any  kind  of  paper. 

InJc. — Any  kind  of  ink. 

Caution. — Cannot  be  made  from  blue  prints,  brown  prints, 
wash  drawings  or  photographs.  Cannot  be  made  from  any  copy 
printed  in  blue  ink  or  printed  on  red  or  yellow  paper. 

A  zinc  etching  with  grained  background  should  never  be 
enlarged  over  twice  its  original  size.  Enlargements  magnify  the 
imperfections  of  the  copy  and  tend  to  make  the  lines  of  the  zinc 
etching  ragged.  A  zinc  etching  with  a  gi'ained  background  should 
not  be  reduced  over  four  times  the  size  of  the  copy,  unless  the 
lines  of  the  copy  are  heavy  enough  to  permit  being  reduced  to 
%  of  their  width. 


ZINC  ETCHING  WITH  BEN  DAY  BORDER  157 

Proper  Subjects. — Zinc  etcliing  with  grained  background 
made  from  pen  and  ink  drawing  or  type  matter  is  especially  suit- 
able where  particular  prominence  is  desired  or  a  reproduction 
of  two  color  effect  by  one  impression  of  the  printing  press  in 
newspapers,  magazine  publications,  catalogs  and  circulars. 

ZINC  ETCHIN^G  WITH  BEX  DAY  BOEDEK  (fIG.  GO) 

Made  From. — Pen  and  ink  drawing  and  type  matter. 

Where  Used. — Trade  papers,  general  magazines,  better 
grades  of  mail  order  publications,  farm  papers,  and  the  better 
class  of  catalogs  and  circulars. 

Why  Used. — For  the  reproduction  of  two  color  effect  with  one 
impression  of  the  printing  press.    A  zinc  etching  with  a  Ben  Day 

m\\\\\\\\\\\\\\\\\\\\\\\\\\\v»\n>n\\\\\\\\\\x\\\\x\\u\\\\XNX\^^^^ 

If 


duality  -  Ser\^io& 
DESIGNS '  PHOTO  -  ENGRAVINGS 

IN    ONB   OR    MORE   COLORS  ^§ 

VTADE     IN 


Fig.   60. — Zinc  etching  with  Ben  Day  border. 

border  is  produced  in  the  making  of  the  plate,  and  it  is  not  neces- 
sary to  have  the  Ben  Day  effect  in  the  pen  and  ink  drawing  or 
type  matter. 

Paper. — Magazine  text,  S.  S.  &  C.  book,  plate  and  coated 
papers. 

Caution. — Cannot  be  made  from  blue  prints,  brown  prints, 
wash  drawings,  or  photographs.  Cannot  be  made  from  any  copy 
printed  in  blue  ink  or  printed  on  red  or  yellow  paper. 

Zinc  etching  with  Ben  Day  border  should  never  be  enlarged 
over  twice  its  original  size.  Enlargements  magnify  the  imper- 
fections of  the  copy  and  tend  to  make  the  lines  of  the  zinc  etching 
ragged.  Zinc  etching  with  Ben  Day  border  should  not  be  reduced 
over  four  times  the  size  of  the  copy,  unless  the  lines  of  the  copy 
are  heavy  enough  to  permit  being  reduced  to  ^,4  o^  their  width. 


158  THE  ILLUSTRATION 

Subjects  Used. — Zinc  etching  with  Ben  Day  effects  from  pen 
and  ink  drawings  and  type  matter  are  especially  suitable  where 
a  two-color  effect  is  desired  with  one  impression  of  the  printing 
press.  These  are  used  in  trade  papers,  magazines,  various  grades 
of  catalogs  and  circulars. 

ZI^^C  ETCHIXG  WITH  BLACK  BORDER  (fIG.  61) 

Made  From. — Pen  and  ink  drawings,  tracings  and  type 
matter. 

Where  Used. — Any  newspaper,  magazine  publication,  catalog 
or  circular. 

^YJ^y  Used. — For  the  reproduction  of  pen  and  ink  drawings, 

1 


(Quality-  Ser^ri<?& 
DESIGNS  -  PHOTO  -  ENGRAVINGS 

IN    ONB    OR    MORE   COLORS 

MADE     IN 


d3 


Fig.  61. — Zinc  etching  with  black  border. 

tracings  or  type  matter,  any  size  desired.  Excellent  for  stereo- 
typing and  electrotyping. 

Paper. — Any  kind  of  paper. 

Caution. — Cannot  be  made  from  blue  prints,  brown  prints, 
wash  drawings,  or  photographs.  Cannot  be  made  from  any  copy 
printed  in  blue  ink  or  printed  on  red  or  yellow  paper. 

A  Zinc  etching  should  never  be  enlarged  over  twice  its  orig- 
inal size.  Enlargements  magnify  the  imperfections  of  the  copy 
and  tend  to  make  the  lines  of  the  zinc  etching  ragged.  A  zinc 
etching  should  not  be  reduced  over  four  times  the  size  of  the 
copy,  unless  the  lines  of  the  copy  are  heavy  enough  to  permit  being 
reduced  to  ^  of  their  width. 

Subjects  Used. — Zinc  etchings  should  always  be  used  in  illus- 
trating articles  of  merchandise  in  newspapers,  certain  mail  order 
publications,  farm  papers  and  magazines  using  cheaper  grades  of 


POSITIVE  ETCHING  OF  REVERSED  PLATE 


159 


paper  than  magazine  text  and  S.  S.  &  C.  book.  Cover  designs, 
letter  heads,  maps,  tracings,  type  matter,  and  advertising  designs 
printed  on  smooth  or  rough  stock. 

POSITIVE  ETCIIIXG  OF  REVERSED  PLATE    (fIG.    62) 

(Plates  where  the  blacks  of  the  original  will  print  white;  and  the  whites 

will  print  black) 

Made  From. — Pen  and  ink  drawings  and  type  matter  which 
may  be  straight  or  reversed. 

Where  Used. — Any  newspaper,  magazine  publication,  catalog 
or  circular. 

Why  Used. — For  the  reproduction  of  a  reversed  effect  from 


DESIGNS   PHOTO  -  ENGRAVINGS 

IN     ONE    OR    MORE    COLORS 

VIADE     IN 


Fig.  62. — Positive  etching  or  reversed  plate. 

a  pen  and  ink  drawing,  tracing,  and  from  type  matter  where  the 
black  lines  print  white,  and  the  whites  print  black. 

CauUion. — Cannot  be  made  from  blue  prints,  brown  princs, 
M'ash  drawings,  or  photographs.  Cannot  be  made  from  any  copy 
printed  in  blue  ink  or  printed  on  red  or  yellow  paper. 

A  positive  etching  should  never  be  enlarged  over  twice  its 
original  size.  Enlargements  magnify  the  imperfections  of  the 
copy  and  tend  to  make  the  lines  of  positive  etching  ragged.  A 
positive  etching  should  never  be  reduced  over  four  times  the 
size  of  the  copy,  unless  the  lines  of  the  copy  are  heavy  enough  to 
permit  being  reduced  to  Yx  of  their  width. 

Subjects  Used. — Positive  etchings  made  from  pen  and  ink 
drawings  and  type  matter,  each  of  which  may  be  straight  or 
reversed.  It  is  especially  suitable  where  particular  prominence  is 
desired  in  newspapers,  magazine  publications,  catalogs  or 
circulars. 


CHAPTER  XII 

THE  TRADE-MARK 

Definition  of  a  Trade-Mark. — Popularly  speaking,  a  trade- 
mark is  the  pen  and  ink  personalitv^  of  the  manufacturer. 
Legally,  a  trade-mark  is  a  distinctive  mark,  device,  symbol  or 
name  affixed  in  some  conspicuous  way  to  an  article,  which  identi- 
fies that  article  as  the  product  of  a  particular  manufacturer j 
and  at  the  same  time  distinguishes  it  fro^m  all  other  articles  of 
the  same  kind  or  class. 

A  valid  trade-mark,  once  adopted  and  registered,  may  be  used 
on  the  labels,  packages,  cartons,  and  advertisements  of  the  con- 
cern to  which  it  belongs,  for  there  is  no  limitation  set  upon  the 
scope  of  its  use;  this  depends  entirely  upon  the  business  policy 
of  the  firm. 

History  and  Development. — Back  in  the  sixteenth  century, 
the  trade-mark  was,  as  the  name  implies,  a  mere  mark  used  to 
designate  the  origin  of  manufacture.  It  was  first  used  in  connec- 
tion with  textiles.  To-day,  however,  the  trade-mark  represents 
a  significant  link  in  the  evolution  of  selling  methods.  Fifty 
years  ago,  the  indirect  method  of  marketing  goods  thru  the 
middleman  or  jobber  was  at  its  zenith.  The  consumer  seldom, 
if  at  all,  ever  came  into  direct  touch  with  the  manufacturer 
inasmuch  as  the  latter's  sales-campaign,  from  advertising  to  the 
emplojmient  of  salesmen,  was  directed  almost  exclusively  by  the 
jobber.  The  course  of  evolution  brought  the  realization  that  a 
business  policy,  founded  on  the  direct  personal  relation  between 
manufacturer  and  ultimate  purchaser,  would  eliminate  the  eco- 
nomic waste  of  the  middleman,  would  tend  to  create  in  the  public 
mind  a  feeling  of  confidence  in  the  goods,  and  also  promote  a 
greater  stability  of  demand.  The  trade-mark  is  the  crystallised 
idea  following  from  the  realization.  iVnd  by  means  of  an  ever- 
expanding  network  of  railroads,  combined  with  nation-wide  ad- 
vertising, the  trade-mark  came  to  sjnnbolise,  as  it  were,  the 
standard  of  workmanship,  the  quality  of  goods,  and  the  entire 
business  policy  of  the  commercial  house  using  it. 
160 


IMPORTANCE  OF  TRADE-MARK  INDIVIDUALITY        161 

Principles  Governing  Creation  of  a  Trade-Mark. — Thecare- 

ful  constructioii  of  a.  trade-mark  is  of  fundaineiital  importance 
to  its  user.  It  lias  been  said  very  truly  that ''  there  is  no  servant 
more  diligent,  more  faithful,  more  persistent,  or  more  efficient 
than  a  good  trade-mark."  Conversely,  the  pernicious  influence 
of  a  poor  trade-mark  is  just  as  far  reaching.  ]\roreover,  the 
heavy  expense  likely  to  be  incurred  in  launching  a  new  or  revised 
trade-mark  before  the  public,  and  the  concurrent  lapse  of  time 
before  the  same  is  associated  with  the  particular  goods  in  ques- 
tion, render  the  altering  of  a  trade-mark,  once  it  has  become 
generally  known,  an  inadvisable  step. 

A  trade-mark,  therefore,  should  contain  all  the  elements 
conducive  to  permanency.  If  it  is  a  symbol,  the  rules  relating 
to  the  threshold  of  sensation,  attention,  focal  point,  eye  move- 
ment, etc.,  are  primarily  involved  ^  if  a  name  alone,  the  prin- 
ciples of  typogi'aphy  and  color  are  to  be  followed ;  if  a  portait  or 
picture,  the  functions  of  our  sense  experiences  must  be  heeded. 
In  a  word,  it  should  represent  all  the  general  laws  of  advertising 
psychology  summarised  and  compressed  into  a  device  or  sign  of 
a  distinct  individuality.  In  the  selection  of  the  form  of  a  trade- 
mark, no  general  rule  is  applicable  for  every  instance.  The  trade- 
mark is  always  modified  by  the  nature  of  the  product,  and  the 
class  of  people  to  whom  it  appeals.  But  there  are  certain  facts 
which  it  is  well  to  keep  in  mind.  Experience  has  sho^\m  that  a 
name,  as  such,  can  be  fixed  in  the*  public's  mind  within  a  few 
weeks,  while  it  requires  years  to  accomplish  the  same  end  by 
the  use  of  a  s^Tiibol.  However,  a  symbol  is  easier  to  remember. 
Usually,  a  combination  of  the  name  and  the  s^aubol  proves  most 
effective. 

Importance  of  Trade-Mark  Individuality. — To  claim  the 
protection  of  the  law,  a  trade-mark  must  possess  a  distinct  indi- 
viduality. Therefore,  the  field  of  industry  in  which  a  specific 
trade-mark  is  expected  to  flourish  ought  to  be  thoroughly  investi- 
gated so  as  to  avoid  any  possibility  of  immediate  or  remote 
resemblance  to  trade-marks  that  have  preceded  it.  A  contem- 
plation of  the  fact  that  the  trade-marks  of  some  of  the  national 
advertisers  are  valued  at  five  millions  of  dollars,  emphasizes  the 
11 


162  THE  TRADE-MARK 

importance  of  using  painstaking  care  in  the  selection  of  a  trade- 
mark. This  amount  of  wealth  may  he  destroyed  in  an  instant, 
if  it  can  he  proven  that  the  trade-mark  sustaining  it  has  no  legal 
right  to  exist.  Before  entering  into  a  discussion  of  the  legal 
rights  and  liahilities  which  the  owner  of  a  trade-mark  is  invested 
with,  a  distinction  ought  to  he  drawn  between  the  remedy 
accorded  a  genuine  trade-mark  and  a  mere  so-called  trade  symbol 
or  trade  sign.  A  trade^mark  is  safeguarded  by  the  common  and 
statute  law  appertaining  to  trade-marks;  while  a  trade  symbol 
is  protected  by  the  principles  related  to  unfair  competition.  As 
expressed  by  one  Court,  "  Unfair  competition  is  distingiiishable 
from  the  infringement  of  a  trade-mark  in  this :  that  it  does  not 
involve  necessarily  the  question  of  the  exclusive  right  of  another 
to  the  use  of  the  name,  spnbol,  or  device.  A  word  may  be  purely 
generic  or  descriptive,  and  so  not  capable  of  becoming  an  arbi- 
trary trade-mark,  and  yet  there  may  be  an  unfair  use  of  such 
a  word  or  spnbol  which  will  constitute  unfair  competition.  The 
right  to  the  use  of  an  arbitrary  name  or  device  as  indicia  of  origin 
is  protected  upon  the  ground  of  a  legal  right  to  its  use  by  the 
person  appropriating  it.  The  doctrine  of  unfair  competition  is 
possibly  lodged  upon  the  theory  of  the  protection  of  the  public 
whose  rights  are  infringed  or  jeopardised  by  the  confusion  of 
goods. produced  by  unfair  methods  of  trade,  as  well  as  upon  the 
right  of  the  complainant  to  enjoy  the  good-will  of  a  trade  built 
up  by  his  efforts,  and  sought  to  be  taken  from  him  by  unfair 
rrcothods.'' 

Registration  of  a  Trade-Mark  Versus  Adoption  and  Use. — 
Once  having  been  decided  upon,  the  trade-mark  ought  to  be 
registered  immediately  with  the  U.  S.  govermnent,  or  its  adop- 
tion and  use  as  a  trade-mark  be  made  kno^\m ;  otherwise,  it  will 
be  afforded  no  legal  protection.  Registering  a  trade-mark  is 
a  simple  process,  conducted  in  accordance  with  the  regiilation 
of  the  Patent  Office.  The  protection  granted  by  this  process  is 
peculiarly  valuable,  namely,  an  injunction  issued  by  reason  of 
an  infringement  of  a  registered  trade-mark  is  valid  throughout 
the  United  States;  and,  furthermore,  being  listed  in  the  public 
records  that  are  open  for  examination  at  all  times,  very  often 


ESSENTIALS  OF  A  VALID  TRADE-MARK  163 

it  obviates  unintentional  infringement.  On  the  other  hand,  for 
a  trade-mark  made  such  by  adoption  and  use  rather  than  by 
registration,  the  protection  is  a  little  more  difficult  of  access. 
Unless  the  amount  involved  is  $3,000  or  more,  and  the  litigants 
are  citizens  of  different  states,  the  case  cannot  be  docketed  in  the 
Federal  courts;  which  means  that  the  scope  of  the  injunction  is 
confined  to  the  territorial  limits  of  the  state.  Moreover,  the 
o^^^ler  must  prove  its  notorious  adoption  and  use,  and  the  working 
of  fraud  by  the  infringing  symbol  not  only  upon  the  owner, 
but  also  upon  the  public. 

Essentials  of  a  Valid  Trade-Mark. — To  be  valid  a  trade- 
mark must  fulfil  certain  requirements,  on  the  one  hand,  and  on 
the  other  must  satisfy  certain  restrictions.  Specifically  a  valid 
trade-mark  must  be : — 

1.  Used  in  lawful  trade. 

2.  Affixed  by  some  means  to  the  article  or  its  cartons.  The 
method  of  affixation  is  immaterial,  but  it  must  be  written,  printed, 
branded,  woven  or  otherwise  impressed  in  a  distinctive  manner. 

3.  Arbitrary  in  its  character  and  selection,  and  not  a  mere 
description  of  the  article  with  which  it  is  associated.  Examples 
of  the  trade-mark  arbitrarily  chosen  are  numerous.  Thus,  the 
word  "  Kodak  "  exemplifies  an  arbitrary  combination  of  letters, 
held  to  be  a  valid  trade-mark.  Moreover,  a  trade-mark  may  be 
suggestive,  as  distinguished  from  descriptive,  and  yet  not  violate 
the  above  rule;  as,  for  instance,  ''  Uneeda.''  Xor  will  misspell- 
ing, hyphening,  or  a  peculiar  arrangement  of  letters  render  valid 
a  trade-mark  which  otherwise  would  be  invalid;  hence, 
P-I-T-T-S-B-U-R-G  P-U-M-P  is  not  a  valid  trade-mark.  Ad- 
vertisements, directions,  and  cautions  do  not  amount  to  a  trade- 
mark, and  the  same  is  true  of  the  mere  form  or  appearance  of 
the  commodity.  Xevertheless,  the  Federal  trade-mark  law  rec- 
ognizes one  exception  to  the  above  restriction  relating  to  descrip- 
tiveness,  in  that  a  trade-mark  though  descriptive  of  the  character 
of  the  product,  may  be  registered,  if  it  has  been  used  for  ten 
years  prior  to  February  20,  1905. 

Coined  words  indicative  of  origin  and  ownership  are  valid 
trade-marks ;  however  the  words  themselves  must  not  suggest  the 


164  THE  TRADE-MARK 

quality,  character,  or  ingredients  of  the  article.  Trade-marks 
consisting  of  coined  words  are  myriad;  as,  ''  Postum,''  '*  Olds- 
mobile,''  "  Sha\yknit,"  "  Xabisco,"  "  Pianola."  Where  a  coined 
Avord  has  secured  such  a  wide  usage  as  to  practically  become 
idiomatic,  such  as  '"  kodak,"  and  '^  celluloid,"  this  interesting 
question  presents  itself :  whether  by  its  evolution  into  an  idiom, 
the  owner  is  deprived  of  his  legal  rights  attached  thereto.  The 
rule  seems  to  be:  where  a  trade-mark  has  become  an  accepted 
part  of  the  vernacular,  the  public  may  use  the  word  for  all  pur- 
poses, except  as  a  trade-mark  or  in  other  unfair  competition. 
Thus,  the  legal  rights  ensuing  from  the  possession  of  a  trade- 
mark are  reserved  to  the  owner. 

Words  in  common  use  when  given  a  fanciful  meaning  consti- 
tute valid  trade-marks ;  for  example,  ^^  White  House  "  as  the 
name  of  a  coffee,  has  been  so  sustained ;  as  has  been  '^  Club  "  for 
a  cocktail.  Likewise,  advertising  ^^  catch  "  phrases  which  estab- 
lish the  identity  of  the  manufactory,  and  so  denote  the  origin  of 
the  article  will  be  protected  as  trade-marks.  Furthermore,  catch 
phrases,  though  not  trade-marks,  are  safegaiarded,  by  the  prin- 
ciples governing  unfair  competition.  In  this  connection,  as 
disclosing  the  extent  to  which  this  protection  is  carried,  there  is 
the  incident  involving  Wilson's  Whiskey.  May  Irwin,  the  cele- 
brated comedienne,  was  appearing  in  a  play  entitled,  ^^  Mrs. 
Wilson,  That's  All."  On  the  gTOund  that  this  title  worked  an 
injury  to  this  business,  the  whiskey  concern  started  legal  proceed- 
ings that  eventually  necessitated  the  alteration  of  the  title  to 
''  Mrs.  Wilson." 

4.  Such  a  complete  identification  of  the  article  as  will  dis- 
tinguish it  from  all  other  articles  of  the  same  kind  or  class.  A 
valid  trade-mark  dare  not  be  the  same  as  another  trade-mark 
already  in  use  for  an  article  of  the  same  kind.  Moreover,  if  one 
trade-mark  is  likely  to  delude  or  confuse  the  public  on  account  of 
a  close  similitude  to  another,  the  former  cannot  be  upheld  as 
valid.  Thus,  since  the  three  letters  '' B.V.D."  are  registered 
as  a  valid  trade-mark  for  a  jparticular  kind  of  underwear,  it  has 
been  held  that  am-  other  combination  of  individual  letters  to 
advertise  the  same  product  would  be  an  infringement  of  the 


WHAT  A  TRADE-MARK  MUST  NOT  BE  165 

"B.V.D.''  riglits,  rest rai liable  by  iiijunctiou  and  for  which 
damages  can  be  recovered.  Of  course,  there  is  no  objection  to 
the  use  of  a  trade-mark  previously  applied  to  goods  of  a  different 
character,  though  this  latter  fact  must  first  be  established. 

What  a  Trade-Mark  Must  Not  Be.— On  the  other  hand  a 
valid  trade-mark: 

1.  Must  not  be  a  mere  geographical  or  a  proper  name.  Un- 
less used  in  an  arbitrary  sense,  geographical  names  are  not  valid 
trade-marks.  The  exception  is  well  illustrated  by  the  name 
"  Vienna  Bread.''  In  the  coarse  of  its  reasoning  in  the  latter 
case,  the  court  declared:  ^^\s  a  mark  for  bread  it  is  purely 
arbitrary,  and  is  in  no  manner  descriptive  either  of  the  ingredi- 
ents or  the  quality  of  the  article.  .  .  .  By  the  use  of  the 
word  '  Vienna  '  in  that  connection,  no  deception  is  practiced, 
because  the  place  of  its  manufacture  is  given,  and  it  is  known 
that  bread  cannot  be  imported  from  abroad  for  use  here." 

2.  Must  not  be  the  name  of  a  building,  or  business  location. 
However,  the  use  of  such  names  may  be  upheld  as  a  valid  trade- 
mark, provided  they  are  arbitrary  and  not  misleading.  A  brief 
statement  of  two  cases  will  illustrate  the  line  of  demarcation  here. 
^Mien  Edwin  Booth  founded  his  theatre  in  Xew  York  City,  he 
called  it  ''  Booth's  Theatre  " ;  the  o\^mership  of  which  finally 
passed  out  of  the  Booth  family,  though  the  name  of  the  institution 
remained  unchanged.  In  an  action  by  the  Booths  to  enjoin  the 
use  of  the  old  name,  it  was  decided  that  there  was  little  likelihood 
of  the  public  being  led  into  the  mistaken  belief  that  Booth  acted 
there,  since  the  name  related  to  the  building.  However,  where 
one  of  the  partners  in  an  association  carried  on  in  the  name  of 
''  Caswell,  Hazard  &  Company,  Established  1  780,"  assigned  his 
interest  to  the  remaining  partners,  and  later  set  up,  in  competition 
with  the  old  firm,  another  business  whose  name  included  the 
phrase  ''  Established  1780,"  the  use  of  the  last  two  words  was 
enjoined  on  the  ground  of  unfair  competition  in  trade. 

3.  Must  not  be  the  name  or  portrait  of  a  living  person  unless' 
the  consent  of  such  a  person  or  his  legal  guardian  be  first  obtained. 
Moreover,  from  a  psychological  point  of  view,  only  strong  reasons 


166  THE  TRADE-MARK 

will  warrant  the  use  of  a  portait  alone  as  a  trademark ;  it  ought 
to  characterise  with  a  distinctive  tone  either  the  product  or  the 
manufacture,  for  sheer  prettiness  or  a  dilated  ego  are  not  of  them- 
selves sufficient  qualifications. 

4.  Must  not  be  constructed  of  the  flag  or  of  the  various  other 
insignia  of  the  United  States,  a  state  or  municipality.  ]\Iore6ver, 
a  trade-mark  must  not  consist  of,  nor  resemble  the  emblem  of  the 
American  National  Red  Cross,  unless  the  person  so  using  the 
same  is  a  member  of  that  organization  and  privileged  to  utilise  it. 
A  trade-mark  comprising  the  insignia  of  any  fraternal  order  is 
invalid. 

5.  Must  not  be  obscene  or  otherwise  immoral,  nor  connected 
with  articles  deleterious  to  the  public  welfare. 

G.  Must  not  be  a  specious  statement  of  the  origin,  manufac- 
ture, quality  or  contents  of  the  article  to  which  it  is  attached; 
and  to  associate  a  valid  trade-mark  w^ith  advertising  misrepre- 
sentative  of  the  above-mentioned  features  is  also  to  be  condemned. 
The  courts,  guided  bv  public  opinion,  have  grown  rather  strict  in 
their  interpretation  of  this  principle.  As  a  result  the  position 
of  the  honest  advertiser  in  the  business  world  is  strengthened. 
JudgTiient  in  one  case  was  pronounced  in  the  following  words : 
"  The  idea  seems  to  be  that  it  is  natural  for  men  to  exaggerate 
in  advertising  their  goods,  w^ares  and  merchandise,  and  that 
courts  ought  to  spnpathise  with  this  human  weakness  or  natural 
business  tendency,  and  sanction  it  as  a  necessary  business  expe- 
dient. We  may  be  compelled  to  tolerate,  but  ought  not  to  sanc- 
tion such  measures.  .  .  .  With  honest  exaggeration  or  ex- 
travagance of  statement  born  of  zeal  or  overestimate  of  quality, 
this  court  finds  no  fault.  But  when  exaggeration  assumes  the 
form  of  intentional  misrepresentation  as  to  the  uses,  qualities,  and 
composition,  etc.,  of  articles  of  this  description,  the  courts  are 
bound  in  common  honesty  to  refuse  to  sanction  it  in  any  way." 
In  fact,  the  courts  are  more  and  more  inclined  to  compel  the 
introduction  of  positive  evidence  establishing  that  the  article 
fulfils  in  every  respect  its  advertised  attributes,  before  admitting 
evidence  showing  the  infringement.     In  the  Moxie  case,  the 


STEPS  INCIDENTAL  TO  REGISTRATION  167 

above  rule  was  applied  even  though  Moxie  was  manufactured  by 
a  secret  process. 

7.  Must  not  be  an  obvious  description  of  the  nature  or  quality 
of  the  article.  Hence,  the  bare  designation  of  material,  such  as 
paper,  leather,  etc.,  or  the  bare  delineation  of  the  form,  size, 
color,  weight,  and  method  of  construction  of  the  package,  label, 
or  of  the  article  itself  will  render  a  symbol  worthless  as  a  trade- 
mark. The  ensuing  is  an  excellent  test  in  determining  whether 
or  not  a  trade-mark  is  descriptive :  "  Will  the  public  as  a  whole 
regard  the  mark  as  an  arbitrary  symbol  denoting  the  origin  and 
ownership  of  the  product  or  commodity,  or  as  an  advertisement 
of  some  desirable  quality  ? ''  ^^  Dessicated  Codfish  "  and  "  Hy- 
gienic Underwear  "  were  dcjclared  invalid  trade-marks  as  indi- 
cating the  nature  of  the  article,  while  ''  Veribest  "  was  rejected 
as  a  trade  mark  because  it  denoted  quality.  The  term  "  Syrup 
of  Figs,"  since  it  discloses  ingredients,  is  not  a  valid  trade-mark. 

Creation  of  a  Trade-Mark  by  Adoption  and  Use. — Where 
trade-marks  derive  their  legal  existence  from  adoption  and  use, 
as  distingTiished  from  registration,  some  new  rules  of  law  apply. 
For  example,  the  intermittent  use  of  a  trade-mark  which  after- 
wards is  discontinued  altogether,  secures  to  the  manufacturer  no 
protection  against  one  who  has  used  the  same  trade-mark  per- 
manently. As  to  what  period  of  time  may  elapse  between  the 
adoption  and  the  use  of  a  trade-mark,  depends  entirely  upon 
the  peculiar  circumstances  of  each  case,  though  it  is  well  settled 
that  during  this  interval  there  must  be  no  abandonment  or  an 
intention  thereof,  if  the  trade-mark  is  to  acquire  any  vested 
rights.  Moreover,  the  use  of  the  trade-mark  must  extend  beyond 
mere  advertising,  so  as  to  embrace  an  affixation  on  the  article 
itself  or  its  packages;  otherwise,  the  consumer  would  be  ham- 
pered in  tracing  the  origin  and  identity  of  the  product. 

Steps  Incidental  to  Registration. — Anyone,  irrespective  of 
his  citizenship,  may  register  a  trade-mark  in  most  of  the  States, 
though  in  a  minority  of  jurisdictions  registration  is  confined  to 
citizens  thereof.  However,  the  Federal  law  makes  provision  for 
the  registration  of  a  trade-mark  by  any  person,  natural  or  arti- 


168  THE  TRADE-MARK 

ficialj  domiciled  in  this  country,  provided  the  trade-mark  is  used 
in  connnerce  with  foreign  nations,  among  the  seve^'al  States,  or 
with  the  Indian  triVes;  and  the  same  right  is  granted  to  the 
owner  of  a  trade-mark  residing  in  a  foreign  country,  if  the  latter 
has  also  extended  registration  privileges  to  rnitcd  States  citizens. 

After  a  tradc^mark  has  once  been  determined  registrable^ 
upon  the  payment  of  a  fee  of  $10  a  certificate  will  be  granted 
under  seal  of  the  Patent  Office,  stating  that  the  trade-mark  is 
entitled  to  registration.  Ordinarily  the  legal  protection  afforded 
bv  registration  under  the  Federal  Trade-^Iark  Act  continues  for 
a  period  of  twenty  years  from  the  date  of  the  certificate.  How- 
ever, should  a  trade-mark  be  previously  registered  in  a  foreign 
country,  the  protection  in  the  United  States  ceases  on  the  same 
date  as  it  does  in  that  country,  unless  the  term  in  that  country 
is  for  longer  than  twenty  years.  Of  course  trade-mark  protection 
may  be  renewed  for  like  periods  of  twenty  years  by  the  original 
registrant,  his  legal  representatives,  or  assigns,  upon  the  payment 
of  $10  for  each  renewal;  and  the  law  is  such  that  any  number 
of  successive  registrations  may  be  secured.  This  practically 
allows  the  registrant  to  secure  a  perpetual  monopoly  in  a  trade- 
mark. 

All  trade-marks  registered  in  the  United  States  Patent  Office 
are  published  in  its  Official  Gazette,  and  this  contains  the  name 
and  address  of  each  registrant,  a  brief  description  of  the  trade- 
mark, together  with  a  list  of  the  articles  to  which  it  is  applied. 
A  person  having  reasonable  cause  to  believe  that  he  would  be 
damaged  by  the  registration  of  a  particular  trade-mark  may  ask 
the  Patent  Office  to  cancel  the  registration  thereof;  and,  more- 
over, w^here  there  are  conflicting  applications  for  registration  of 
a  trade-mark,  or  any  other  dispute  between  an  applicant  and  a 
registrant,  the  Patent  Office  wdll  suspend  any  action  it  ordinarily 
would  take  in  order  to  allow  one  of  the  parties  to  establish 
priority  of  use. 

Infringements  of  a  Trade-Mark  and  Remedies  Therefor. — 
Infringements  of  a  trade-mark  assume  several  forms.  There 
may  be  an  imitation  of  the  name,  symbol,  emblem,  color,  size, 
shape,  and  decoration  of  the  package  enclosing  the  article,  or  by 


INFRINGEMENTS  OF  TRADE-MARK  AND  REMEDIES    169 

a  combination  of  such  features.  To  work  an  infringement  it  is 
not  essential  that  the  imitation  be  identical  with  the  original,  the 
simple  fact  that  the  general  public  has  been  or  is  likely  to  be 
deceived  is  sufficient.  Thus,  "  Appolonis  "  was  held  to  be  an 
infringement  of  ''  Appolinaris/'  ''  Cocoine  "  as  an  infringement 
of  "  Cocaine/'  and  ^'  Gold  Drop  "  as  an  infringement  of  '^  Gold 
Dust.''  And  the  fact  that  names  are  pronounced  the  same,  though 
different  in  spelling,  w^ll  nevertheless  constitute  an  infringe- 
ment. The  honest  intention  of  the  infringer  is  immaterial ;  if 
the  mark  which  he  is  using  is  at  all  likely  to  delude  the  public 
as  to  the  goods  which  it  is  buying,  this  will  constitute  an  infringe- 
ment. Furthermore,  the  liability  for  infringement  reaches  be- 
yond the  person  who  originates  the  infringing  trade-mark  and 
includes  those  persons  who  in  any  way  participate  in  it,  such  as 
the  middle-man,  the  retailer  or  the  employees  concerned  in  its 
engraving  and  printing.  The  remedy  for  an  infringement  is  of  a 
two-fold  character :  a  single  suit  is  brought  by  which  the  infringe- 
ment may  be  restrained  through  an  injunction  and  at  the  same 
time,  damages  are  awarded.  The  measure  of  damages  is  the 
whole  profit  of  the  infringer  on  the  sale  of  the  commodity  asso- 
ciated with  the  trade-mark,  as  well  as  the  loss  sustained  by  the 
advertiser  of  the  original  trade-mark. 

The  trade-mark  is  the  personal  handshake  of  the  manufac- 
turer. Therefore,  it  should  be  forceful ;  it  should  be  constructed 
with  a  summary  of  the  principles  of  psychology  in  mind;  it 
should  be  such  as  to  inspire  and  retain  public  confidence,  and  the 
legal  principles  underlying  and  regulating  its  composition  should 
be  followed. 

QUESTIONS 

1.  Trace    the    evolution    of    the   trade-mark    and    describe    the    underlying 

economic  conditions  which  brought  it  to  its  present  status. 

2.  In  Avhat  way  and  to  what  degree  is  the  trade-mark  related  to  advertising 

generally?  What  kind  of  a  mark  is  likely  to  be  most  effective  for 
permanent  use? 

3.  Distinguish  between  the  legal  protection  afforded  a  registered  trade-mark 

and  one  not  registered,  and  give  the  underlying  theory  therefor. 

4.  Enumerate    the    requisites    and    non-requisites    of    a    valid    trade-mark. 

Does  non-registration  affect  the  right  to  recover  for  an  infringement 
of  a  trade-mark?  State  the  rule  for  determining  whether  a  trade-mark 
is  suggestive  or  descriptive. 


170  THE  TR.\DE-MARK 

0.  Give  examples  and  discuss  in  their  relations  to  the  law  of  trade-marks 

the  following  terms:  '"  Arbitrary  in  character  and  selection;  "  "  coined 
words;  '"  '"catch  words  and  phrases."' 

6.  Discuss  the  attitude  of  the  courts  toward  misrepresentative  advertising 

and  the  trade-mark  connected  therewith. 

7.  What  additional  rules  of   law  apply   if   trade-mark   rights   are   claimed 

merely  from  adoption  and  use?  Describe  the  forms  that  infringement 
of  a  trade-mark  may  assume,  and  give  examples.  What  is  the  remedy 
for  an  infringement? 

8.  Discuss  the  probable  effectiveness  of  "  ]\Iade  in  America  "  with  the  state- 

ment "  ]\Iade   in   the  United   States." 

9.  From   a   legal   point  of   view,   what   is  the  limitation    imposed   upon   an 

advertiser's  use  of  imagination  in  the  construction  of  a  campaign? 

COLLATERAL  READIXGS 

Advertising  as  a  Business  Force,  Paul  Cherixgton,  Chapter  xi,  "  Trade- 
Mark  Problems." 
The  Laws  of  Advertising  and  Selling,  Chapman,  volumes  i  and  ii. 

1.  C.  S.  Advertiser's  Handbook,  pages  262-273. 


CHAPTER  XIII 

THE  ADVERTISING  CAMPAIGN 

A   Careful   Detailed   Analysis    Essential.— An   advertising 
campaign  consists  in  a  recogiiition  of  the  nnmerous  ways,  means, 
conditions,  methods,  etc.,  by  which  a  business  honse  introduces 
its  product  or  products  to  the  general  public.     The  manner  of 
introduction  or  the  method  used  for  an  increased  publicity  may 
vary  as  widely  as  there  are  different  kinds  of  businesses.     One 
fundemental  principle,  however,  is  followed  by  every  successful 
advertiser :  he  analyses  carefully  and  logically  his  entire  proposi- 
tion with  respect  to  the  product  itself,  the  field  of  activitv,  and 
the  distribution  facilities  that  he  will  employ.    There  is  a  definite 
plan  formulated  and  adhered  to  thruout  the'^specified  time  during 
which  the  campaign  operates.    The  cost  of  the  project  is  carefully 
considered.     All  details  of  advertisement  insertions  are  planned 
and  executed  with  the  one  idea  of  more  sales,  and  consequently 
greater  profits.     The  problem   before  every  business  man  is, 
"  How  can  I  educate  the  public  to  a  knowledge  of  my  article  ? '' 
''  How  can  I  prove  to  the  general  public  that  my  products  are 
the  best  on  the  market  ?  "     He  solves  this  problem  partly  by  a 
successful   advertising  campaign,   and   partly   by  a   successful 
sales-force  cooperation. 

Field  Covered  by  Analysis.— In  advertising  a  specific  article 
or  proposition,  your  campaigii  will  contain  an  analysis  of  the 
following  factors : 

First,  a  statement  of  the  amount  of  money  to  be  expended 
and  how  the  appropriation  is  to  be  determined. 

^  Second,  a  regard  for  such  laws  as  will  create  an  honest  cam- 
paign. 

Third,  the  method  of  distribution  of  the  advertised  goods. 
This  means,  whether  your  goods  are  going  to  the  jobber  alone  or 
to  both  the  jobber  and  the  retailer.  As  an  advertiser  of  a  specific 
article  or  proposition  you  must  indicate  whether  you  as  a  manu- 
facturer are  to  advertise  to  the  consumer,  to  the  jobber,  or  to  the 
retailer,  or  to  a  combination  of  two  or  more  of  them. 

171 


172  THE  ADVERTISING  CAMPAIGN 

Fourth,  the  area,  of  activity.  In  other  words,  is  your  cam- 
paign to  be  local  or  national  in  nature?  Accordingly  as  it  is 
either  or  a  combination  of  both,  analyse  the  possibilities  for 
maximum  returns  with  respect  to  population,  classes  of  people, 
distribution  facilities,  etc. 

Fifth,  the  competition  to  be  met. 

Sixth,  the  kind  of  sales  organization,  whether  salesmen  or 
mail.  Any  successful  campaign  must  consider  a  proper  relation 
between  salemanship  and  advertising. 

Methods  of  Making  Appropriations. — Appropriations  for 
advertising  campaigns  result  from  either  one  of  two  main  sources. 
First,  the  appropriation  may  be  a  definitely  determined  amount, 
based  upon  a  certain  fixed  percentage  of  the  gross  sales,  or  profits 
of  the  previous  year.  These  percentages  vary  from  as  low  as  one- 
half  of  one  per  cent,  to  as  high  as  fifty  per  cent.,  according  to  the 
type  of  business  under  consideration.  Second,  the  appropria- 
tion may  be  a  lump  sum,  provided  by  vote  of  the  board  of  direc- 
tors of  a  business,  or  its  managers,  without  regard  to  its  relation 
to  sales  or  profits,  but  simply  based  upon  the  estimated  require- 
ments, as  submitted  in  the  budget  or  report  of  its  own  Advertis- 
ing Department,  or  by  the  Agency  which  conducts  its  campaigiis. 

It  is  undoubtedly  becoming  more  general  to  find  the  appro- 
priation determined  by  the  first-mentioned  method,  and  this 
naturally  appeals  to  one  as  a  more  scientific  means  of  arriving 
at  the  proper  amount  of  money  to  spend.  There  is  one  important 
criticism  to  be  made  of  this  method,  that  in  periods  of  falling 
sales  or  profits,  the  appropriations  likewise  decrease  as  a  result 
of  the  fixed  percentage  used,  whereas  it  is  at  such  time  that  the 
appropriation  should  be  increased.  Falling  sales,  or  profits, 
other  things  being  equal,  should  be  the  barometer  by  wdiich  the 
necessity  for  increased  advertising  should  be  measured  in  order 
to  restore  at  least  normal  conditions. 

The  second  method  prevails  quite  commonly  wdiere  a  firm 
employs  advertising  agencies  to  conduct  its  campaigns.  Here  the 
proposition  takes  the  form  of  many  other  business  deals  in  that 
several  agencies  may  be  asked  to  submit  a  proposition  and  esti- 
mates, showing  the  relative  costs  and  results  that  may  be  expected 


SUMMARY  173 

from  various  forms  of  advertising.  ^Yhen  these  propositions 
have  been  received  they  are  carefully  considered  and  close  com- 
parisons of  the  fig-ures  submitted  are  made.  Considerable  scaling 
down  may  result  from  this  inspection,  and  finally  the  successful 
bidder  is  engaged  to  prosecute  his  previously  outlined  campaign. 
Thus  one  may  see  that  while  the  appropriation,  even  in  this  case, 
may  have  a  definite  relation  to  sales  or  profits,  nevertheless,  the 
main  reason  which  determined  its  amount  arose  from  the  desire 
or  necessity  of  attaining  a  certain  result;  namely,  a  definite 
amount  of  sales. 

Mediums.— Another  factor  consists  in  an  intensive  analysis 
of  mediums,  the  relative  expenditure  of  each  with  respect  to  the 
advertising  appropriation  and  the  amount  of  space  to  be  devoted 
to  each  particular  kind  of  advertising.  The  amount  of  expendi- 
ture for  any  size  of  an  advertisement  should  be  determined, 
as  nearly  as  possible,  by  the  amount  of  money  necessary  to  be 
paid  for  space  in  a  particular  magazine,  and  by  determining  the 
amount  of  business  that  an  advertisement  increasingly  creates. 
In  other  words,  there  is  a  certain  size  advertisement  which  brinc:s 
maximum  return,  an  increase  of  which  means  a  loss  to  the  adver- 
tiser rather  than  a  gain.  Therefore,  as  nearly  as  possible,  de- 
termine what  size  of  insertion  will  "  pull  "  maximum  returns. 

Summary.— To  be  specific,  analyse  your  article  with  re- 
spect to : 


.  Economic  Factors 

2.  Human  Factors              3. 

Article 

Money 

Instincts 

Utility 
Emotion 

Laws 

Customs 

Post    Office    Regula- 

Habits 

Environment 

tions 

Desires 

Passing  economic 

Classes  of  people 

conditions:    as,   ca- 

Interests 

lamities,       wars, 

Attention 

public  policies,  etc. 

Will 

{  Repetition 

Memory     ^Intensity 

1  Association 
V  Ingenuity 

Curiosity 

Psychic  "^Tendencies 

Morality 

Honesty 

174  THE  ADVERTISING  CAMPAIGN 

4.  Means  of  Getting  At-  Means'  of  Getting  At-     5.  The  Advertiser  Eimr 

tention    [Mental)                tention  [Physical)  self 

Suggestion  Form  His    adaptability    to 

Reason  Focal  point  people 

Imagination  Eye  movement  Belief  in  proposition 

Adjustment  Eelation   to  business 

Means  of  Getting  At-  Stimulus  concern 

tention  [Physical)  Proportion  An   ethical    standard 

Color  Symmetry 

Illustration  Balance 

Type  Pvhythm,  etc. 

This  five-fold  division  enables  the  advertiser  to  determine  the 
appeal.  The  following  articles,  on  the  advertiser  himself,  appro- 
priation, campaign  plans,  sales  policy,  and  method  of  keying 
advertisements,  will  give  you  concrete  examples  of  the  signifi- 
cance of  an  advertising  campaign  and  illustrate  the  practical 
application  of  the  classified  factors  stated  above.  The  reprinting 
is  a  courtesy  extended  thru  Printers  Ink  and  the  Business 
Bourse,  both  of  Sew  York  City, 


TRAINED  MEX  FOR.  WORK  IX  THE  ADVERTISING  DEPART- 
MENT "  JUNE  10,  1914.        PHILADELPHIA,  PA. 

C.  p.  Sturdevant,  Lducational  Director.  American  Steel  &  Wire  Co., 
Worcester,   Mass. 

"  After  all  that  has  been  written  on  the  subject  of  advertising 
in  recent  years,  and  after  listening  to  the  very  able  discussion  of 
the  subject  here  to-day,  I  cannot  hope  to  add  much  that  is  new. 
I  wish  merely  to  emphasize  some  phases  of  the  subject  already 
known. 

"  Most  men  are  followers,  copyists.  Few  are  endowed  natu- 
rally with  the  mental  powers  necessary  for  original  creative 
thinking,  or  for  making  initial  investigation.  Our  powers  of 
imagination  must  be  cultivated  and  developed  by  study  and  by 
instruction.  We  are  creatures  of  habit  and  like  the  domestic 
animal,  have  to  be  trained  to  do  anything  unusual. 

'^  Anyone  would  be  greatly  handicapped  who  begins  any  difii- 
cult  undertaking  without  first  acquainting  himself  thoroughly 
with  the  kno^vn  and  published  knowledge  pertaining  to  that  par- 
ticular subject.  Without  such  knowledge  any  advancement  or 
unfoldment  that  the  individual  could  make  might  very  likely  be 
but  duplications  of  that  previously  accomplished  by  others.    But 


THE  VALUE  OF  TRAINED  MEN  175 

if  a  man  begins  liis  task  thoroughly  acquainted  with  all  the  known 
facts  relating  to  the  subject,  then  and  not  until  then  will  he  be 
equipped  to  bring  forth  the  very  best  that  is  in  him.  We  must 
know  much  about  a  subject  before  we  can  ever  hope  to  add  much 
of  value  to  it. 

^^  Advertising  is  an  art  or  profession  the  function  of  which 
is  generally  to  describe  in  writing  and  illustrations  certain  com- 
modities to  prospective  buyers  in  such  attractive  and  forceful 
maimer  as  either  to  make  purchasers  of  them,  or  to  aid  greatly 
the  selling  organization;  An  advertisement  is  an  appeal  to  the 
prospect  to  purchase  something,  and  in  these  days  when  our 
mail  is  flooded  with  advertisements  and  catalogs  of  all  kinds, 
and  when  all  our  papers,  magazines  and  books  are  filled  with 
them^  it  requires  a  man  of  unusual  knowledge  and  skill  to  produce 
advertising  matter  that  will  accomplish  effective  results.  And 
the  future  advertiser  will  find  his  task  more  difhcult  than  the 
present  one. 

^'  The  man  who  considers  writing  an  advertisement  has  cer- 
tain thoughts  in  his  mind  regarding  a  certain  thing  or  proposi- 
tion, which  he  washes  to  impress  upon  the  minds  of  many  others. 
He  wishes  to  secure  the  attention  of  those  others  and  to  interest 
them  to  the  extent  of  investing  in  his  scheme.  The  wi^iter  has 
to  accomplish  this  through  the  use  of  written  language,  and  pic- 
tures or  cuts.  In  other  words,  one  mind  is  trying  to  mould  the 
thoughts  of  thousands  of  other  minds,  through  the  medium  of  the 
printer's  art  with  regard  to  a  certain  thing  or  proposition.  Of 
the  four  factors  involved,  the  language  used — the  written  story 
itself — would  seem  to  be  the  one  requiring  most  attention,  and 
next  in  importance  would  be  the  manner  in  which  the  story  was 
garbed  or  dressed  up  by  the  printer.  The  main  problem  is  first, 
what  to  say,  then  how  to  present  it. 

"  Of  course  no  man  can  do  justice  in  the  write-up  or  descrip- 
tion of  an  article  or  proposition  about  which  he  himself  is  un- 
familiar. It  takes  a  long  time  to  explain  what  is  not  known. 
A  story  cannot  possibly  be  any  clearer  or  more  complete  than  the 
writer's  own  mental  conception  of  it.  In  this  respect  the  manage- 
ment can  offer  much  assistance  to  its  advertising  help,  by  present- 
ing opportunities  for  them  to  become  thoroughlv  familiar  with 


176  THE  ADVERTISING  CAMPAIGN 

the  finished  product,  its  uses,  advantages,  and  in  most  cases  also 
its  construction.  On  the  other  hand,  the  advertising  writer 
should  solicit  such  opportunities  and  not  wait  for  them  to  be 
offered. 

"  Xo  argument  is  required  to  show  that  the  successful 
advertising  man  should  know  much  about  the  printer's  art. 
He  must  Tcnow  it.  He  should  know  regarding  the  styles  of  type, 
about  typographical  arrangement,  about  forceful  illustrations  or 
cuts  and  their  best  arrangement  with  respect  to  the  type,  about 
mediums,  the  rules  for  writing  copy,  and  the  general  technique 
of  making  forceful  copy.  If  not  possible  to  obtain  this  experience 
in  the  printing  ofiice  of  the  concern  itself,  then  it  should  be 
obtained  by  service  in  any  one  of  several  technical  schools  for 
printers. 

^'  In  determining  just  what  to  write  for  an  advertisement, 
and  the  most  effective  manner  of  expressing  it,  the  writer  must 
in  general  carefully  consider  many  factors,  such  as  the  mental 
caliber  of  the  people  whom  he  wishes  to  interest,  the  proposed 
extent  of  the  advertising  campaign,  what  his  competitors  are 
making  and  what  they  are  advertising,  the  opportunities  and 
possibilities  of  the  times,  and  the  district  to  be  covered.  After 
determining  the  resultant  of  all  these  considerations  and  others 
of  similar  character,  the  writer  will  then  know  whether  to  make 
an  artistic  and  elaborate  presentation  of  his  subject-matter  or 
whether  to  make  it  very  forceful  and  intellectual,  or  suggestive, 
or  perhaps  humorous. 

"  The  man  who  is  fully  capable  of  summing  up  a  situation 
of  this  kind  and  who  can  then  write  an  advertisement  that  is 
100  per  cent,  effective,  must  be  a  man  of  unusual  knowledge 
and  ability.  The  advertiser,  like  the  actor,  has  to  present  his 
story  from  the  standpoint  of  those  who  are  to  receive  it ;  if  he 
wants  to  put  it  over  the  footlights,  he  must  look  well  to  style  and 
expression.    He  must  be  an  artist,  as  well  as  a  student. 

''  The  old  methods  and  policies  will  neither  do  for  the  present 
nor  for  the  future.  The  successful  advertising  man  of  the  future 
will  of  necessity  have  a  very  wide  general  knowledge  of  business 
matters,  of  human  nature,  of  his  own  industry,  and  of  those  well- 
established  rules  and  principles  governing  the  writing  and  pre- 


CALCULATING  THE  ADVERTISING  APPROPRIATION      177 

sentatioii  of  advertisements.  Language  is  said  to  be  the  index 
of  a  man's  intellectual  attainment.  Stylish,  elegant,  forceful 
English  is  required  for  best  expression  of  thought.  Ko  article 
can  be  correctly  or  effectively  described  by  the  use  of  incorrect 
or  inapt  words.  Of  all  classes  of  men  in  business,  the  writer 
of  advertisements  should  have  a  good  command  of  the  English 
language,  and  a  wide  fund  of  information.  Most  men  have  to 
start  early  in  life  to  acquire  these  accomplishments  and  they  are 
acquired  only  through  continued  personal  study  and  by  mixing 
with  people.  Unless  he  learned  the  habit  of  speaking  correctly  in 
his  growing  years,  he  will  have  difficulty  later  in  life  to  correct 
his  language,  to  unlearn  his  vices  of  speech,  and  to  acquire  an 
extended  working  vocabulary.  The  man  who  is  deficient  in  these 
respects  could  with  profit  make  a  close  analytical  study  of  those 
advertisements  and  articles  which  are  attractive  and  to  the  point, 
which  are  conspicuous  successes. 

"^  The  value  of  training  men  for  the  advertising  department 
would  depend  largely  on  the  nature  of  the  training.  If  of  the 
right  kind,  it  would  be  indispensable.  I  should  think  a  man's 
usefulness  in  this  department  would  increase  in  direct  proportion 
with  his  preparation,  or  training.  To  what  extent  the  manage^ 
ment  could  assist  in  such  training  would  depend  on  the  men  to  be 
trained,  the  extent  of  the  desired  training,  and  the  available 
facilities  for  training.  But  in  the  last  analysis  the  training 
would  depend  upon  the  men  themselves  and  the  amount  of  work 
they  would  be  willing  to  do — the  pleasures  they  would  be  willing 
to  sacrifice  for  the  good  of  the  cause." 

CALCULATIXG  THE  ADVERTISING  APPROPRIATION 

ON    WHAT    SHALL   IT    BE    BASED? WHAT    SOME   ADVERTISERS    ARE 

SPENDING ^ANALYSIS    OF    CONDITIONS    IN    EACH    PARTICULAR 

CASE    MUST    PRECEDE    AN    INTELLIGENT    DETERMINATION    OF 

HOW  MUCH  TO  SPEND PORTION  OF  AN  ADDRESS  BEFORE  THE 

TECHNICAL  PUBLICITY  ASSOCIATION 

By  L.  r.  Low,  Advertising  Manager.  H.  W.  Johns-Manville  Co.,  New  York 

^^  Many  things  must  be  considered  in  arriving  at  the  amount 
to  spend  for  advertising.     We  must  keep  in  mind  whether  the 
concern  is  already  established  or  just  starting  in  business,  the 
12 


178  THE  ADVERTISING  CAMPAIGN 

bank  balance,  the  nature  of  the  products,  the  present  consump- 
tion, the  possible  consumption,  the  capacity  of  plant,  number  of 
competitors,  number  of  dealers  who  handle  the  goods  (if  sold 
through  dealers),  the  amounts  that  other  concerns  in  similar  lines 
have  found  it  profitable  to  spend,  and  a  hundred  and  one  other 
things. 

^'  We  know,  for  instance,  that  from  one  to  two  per  cent,  of 
the  gross  income  can  be  considered  to  be  the  standard  advertising 
appropriation  for  mechanical  and  electrical  manufacturers,  for 
public  service  corporations,  etc.  The  advertising  appropriations 
of  automobile  manufacturers  usually  range  from  one  and  a  half 
to  as  high  as  thirtv-three  and  a  third  per  cent,  of  the  gross  sales, 
but  will  average  around  four  per  cent.  Department  stores  are 
spending  an  average  of  from  two  to  four  per  cent,  in  local  news- 
papers, while  some  departments  spend  as  high  as  eight  per  cent. ; 
and  I  have  heard  of  one  department  store  which  spent  twenty-one 
per  cent,  the  first  year  in  business.  A  clothing  manufacturer  is 
spending  three  and  a  half  per  cent.  One  piano  manufacturer  is 
spending  eight  per  cent.  A  stove  manufacturer  is  spending 
twelve  per  cent.  Many  toilet  goods  manufacturers  are  said  to  be 
spending  from  twenty-five  to  sixty-six  per  cent,  of  their  gross 
profits.  Some  of  the  well-known  food  manufacturers  are  spend- 
ing from  one  to  two  per  cent,  of  their  gross  sales,  while  it  is 
claimed  that  one  manufacturer  in  this  line  is  regularly  spending 
fifty  per  cent,  of  his  profits,  which  are  said  to  be  between  two 
hundred  and  three  hundred  per  cent.  A  book  manufacturer  has 
recently  found  it  very  profitable  to  spend  twenty-five  per  cent, 
of  his  gToss  sales  for  advertising.  A  mail  order  house  is  spending 
twelve  and  a  half  per  cent.  The  Union  Pacific  and  the  Southern 
Pacific  railroads  are  spending  about  six-tenths  of  one  per  cent. 

"  In  making  up  an  appropriation  for  a  concern  just  starting 
in  business,  of  course  we  have  no  gross  sales  to  guide  us,  and  it  is 
then  necessary  to  figure  our  appropriation  on  a  percentage  of  the 
estimated  first  year's  sales.  In  order  to  get  a  quick  start,  new 
concerns  often  make  a  much  larger  appropriation  for  advertising 
for  the  first  year  than  they  expect  to  spend  after  their  goods  have 
been  introduced. 

"  After  the  total  annual  expenditure  has  been  determined 


CALCULATING  THE   A^DVERTISING  APPROPRIATION     179 

upon  and  the  fixed  advertising  expenses,  sucli  as  salaries  of  em- 
ployees of  the  advertisij  g  department  and  rent,  deducted,  we 
must  decide  on  how  mi  ch  of  the  balance  should  be  spent  for 
catalogs,  booklets,  art  w.jrk,  engraving,  postage,  exhibits,  period- 
ical space,  circular  letters,  etc.  AMien  this  has  been  settled,  a 
margin  must  be  allowed  for  emergencies,  and  it  is  seldom  that 
any  advertising  plan — no  matter  how  skilfully  worked  up — can 
be  readily  adhered  to.  Conditions  nearly  always  arise  which 
make  it  necessary  to  make  some  changes  in  the  original  plan. 

^^  Xow  we  have  decided  how  much  we  consider  that  our  firm 
could  profitably  spend  and  how  it  should  be  apportioned,  but  we 
have  yet  to  get  the  approval  of  the  board  of  directors. 

^^  Fortunately,  most  business  men  of  to-day  realize  what  a 
tremendous  selling  -^orce  judicious  advertising  is,  and  when  your 
board  of  directors  is  composed  of  this  modern  type  of  business 
man  it  does  not  require  any  persuasion  to  get  a  reasonable  adver- 
tising appropriation.  But  there  are  still  some  doubting 
Thomases,  especially  among  those  who  have  never  done  any 
advertising  and  know  nothing  about  it,  and  if  you  have  any  of 
this  type  of  man  to  deal  with,  it  is  your  duty  to  point  out  the 
advantages  of  advertising. 

'^  Before  attempting  to  convince  these  skeptics  that  advertis- 
ing is  really  a  wonderful  selling  force,  it  is  often  well  to  first 
point  out  about  how  much  business  they  should  be  getting,  for  I 
know  of  at  least  one  instance  (and  there  must  be  many  others) 
where  the  manufacturer,  when  asked  to  spend  some  money  for 
advertising,  said :  ^  I  don't  need  to  advertise.  I  am  now  getting 
about  half  the  business  in  my  line  and  my  four  competitors  are 
dividing  the  balance  between  them,'  while  investigation  showed 
that  he  was  only  selling  about  one-eighth  of  the  total  quantity  that 
was  being  consumed. 

^'  Here  is  one  way  to  get  this  information.  Of  course,  nearly 
every  line  would  have  to  be  handled  differently,  but  this  one 
example  will  help  to  illustrate  the  idea. 

"  Suppose,  for  instance,  we  are  trying  to  influence  a  manu- 
facturer of  spark  plugs  to  advertise.  Unless  he  had  analysed  the 
possibilities,  he  might  be  selling,  say  100,000  plugs  and  think 
that  he  was  getting  about  all  the  business.    He  would  change  his 


180  THE  ADVERTISING  CAMPAIGN 

mindj  however,  if  you  pointed  out  that,  according  to  reliable 
authorities,  there  were  in  1912  in  the  United  States  over  900,000 
automobiles  and  -130,000  motor  boats,  and  that  about  400,000 
automobiles  and  70,000  motor  boats  will  be  built  during  1913, 
making  a  total  of  1,800,000  automobiles  and  motor  boats  that  will 
require  an  average  of  four  spark  plugs  each,  or  a  total  of  at  least 
7,200,000  plugs.  And  as  you  furtlier  pointed  out  that  as  there 
were  only  nineteen  competitors  and  that  as  his  product  was  better 
than  that  of  any  of  his  competitors,  he  should  surely  be  able, 
provided  he  properly  advertised  and  pushed  the  sale  of  his  goods 
along  modern  lines,  to  sell  at  least  one-twentieth  of  the  total  num- 
ber of  plugs  sold,  or  360,000,  which  would  give  him  a  profit  of 
$54,000,  even  on  a  very  small  selling  price,  this  should  at  least 
open  his  eyes  as  to  the  great  possibility. 

"  Some  advertisers  are  of  the  impression  that  it  is  not  neces- 
sary to  advertise  continuously.  They  do  not  realize  that  about 
seventeen  out  of  every  1,000  persons  they  tell  about  their 
goods  every  year  die,  and  that  the  birth-rate  is  thirty-two  per 
thousand,  so  that  there  are  that  many  new  persons  each  year 
to  educate  to  use  their  goods.  They  do  not  stop  to  consider  that 
thousands  of  men  go  into  new  lines  of  business  every  year ;  that 
the  readers  of  the  publications  they  use  are  constantly  changing, 
so  that  from  twenty-five  to  eighty-five  per  cent,  new  readers 
have  to  be  told  about  their  goods  every  year,  etc. 

^^  And  now  as  to  just  a  few  of  the  advantages  of  advertising. 
Advertising  largely  enhances  in  value  the  good  will  of  a  business. 
It  is  really  as  much  of  an  investment  as  machinery,  buildings, 
etc.  That  it  is  so  considered  by  many  large  concerns  is  shown- 
by  the  following  table,  which  gives  the  price  that  these  concerns 
place  on  their  good  will : 

THE    RELATIOX    OF    THE    CAPITAL,    ASSETS    AXD    GOOD    WILL    OF    SO^ME    LEADING 
INDUSTRIAL   CORPORATIONS,       AS   REPORTED   BY   BOSTON    NEWS    BUREAT' 

Name                          Capital  Assets  Goodwill  ^AsSts*' 

Goodrich $90,000,000  $100,877,004  $57,000,000  50.5 

Woolworth   05.000,000  05.157.155  50.075.000  70.8 

Sears,  Roebuck    48.500.000  00.708.040  30,000.000  40.3 

Studebaker     43,500,000  50,467,143  19,807,277  35.0 

Mav  Dept 20.000,000  21,377.229  14,343,957         67.0 

Underwood 13,500.000  15.476,785  7,995,720         52.2 

Loose-Wiles    13,000,000  15,247,152  7,970,543         51.6 


CALCULATING  THE  ADVERTISING  APPROPRIATION     181 

^'  If,  for  instance,  the  factories,  the  goods,  and  everything  else 
that  could  be  called  tangible  property  of  the  above  concerns  or  of 
such  concerns  as  the  li.  W.  Johns-Manville  Company,  or  the 
General  Electric  Company,  were  swept  away,  the  privilege  of 
manufacturing  goods  and  marketing  them  under  the  name  of 
^  J.  M.'  or  ^  G.  E.'  would  be  worth  a  lot  of  money.  For  this 
reason,  any  money  that  has  been  spent  for  advertising  is  invested 
as  much  as  if  put  into  machinery,  buildings,  etc. 

"  Advertising  and  trade-marking  goods  enables  a  manufac- 
turer to  own  his  business  and  goods  instead  of  letting  the  dealer 
own  them. 

"  Mr.  Tipper,  advertising  manager  of  the  Texas  Oil  Com- 
pany, made  an  investigation  some  years  ago  which  showed  that 
his  salesmen  sold  from  sixty  to  seventy  per  cent,  of  the  people 
they  called  on  before  the  goods  were  advertised  and  that  after 
four  months  advertising,  the  same  salesmen  sold  from  eighty 
to  ninety  per  cent,  of  the  persons  called  on. 

"  As  an  example  of  what  judicious  advertising  will  do,  look 
at  the  record  of  the  following  mail  order  houses : 

"  For  instance,  Sears,  Roebuck  &  Company,  of  Chicago,  did 
a  gross  business  in  1912  of  $64,112,194,  which  is  an  increase  of 
about  sixty-five  per  cent,  in  six  years.  Their  common  stock  was 
selling  a  couple  of  days  ago  at  $217  a  share.  There  are  very  few 
concerns  in  this  country  that  are  doing  such  a  remarkably  profit- 
able business. 

"  The  Baltimore  Bargain  House  did  a  business  in  1911  of 
$13,345,789.55,  or  an  increase  of  $551,879.72  over  1910.  It 
costs  them  about  two  and  one-fourth  per  cent,  to  sell  goods  by 
mail,  against  a  selling  cost  of  seven  to  ten  per  cent,  through 
salesmen. 

"  One  of  the  hardest  things  in  the  world  to  sell  is  life  insur- 
ance. Yet  the  Postal  Life  of  Xew  York,  which  sells  life 
insurance  entirely  by  advertising,  is  said  to  have  nearly  doubled 
its  business  in  1911  on  an  advertising  appropriation  of  between 
$23,000  and  $24,000.  By  advertising,  this  company  is  getting 
business  at  a  cost  of  about  ten  dollars  per  $1,000  against  an 
average  cost  of  securing  business  through  agents  of  from  twelve 
to  twenty-five  dollars  per  $1,000  for  the  first  year  and  then  a 


182  THE  ADVERTISING  CAMPAIGN 

yearly  commission  of  about  seven  and  a  half  per  cent,  for  seven 
and  a  half  years,  or  a  total  cost  for  the  whole  period  of  from 
twenty-two  to  thirty-five  dollars  per  $1,000. 

^^  The  Xational  Cloak  and  Suit  Company  of  this  city  is  said 
to  have  started  business  in  one  small  room  about  twenty-two  years 
ago,  and  to-day  they  occupy  a  large  eleven-story  building. 

^'  Gordon  Van  Tine  &  Company  sold  building  material  in  the 
regular  way  through  salesmen  for  about  twenty  years  and  then 
went  into  the  mail  order  business  and  sold  by  advertising  alone. 
The  third  year  after  they  started  advertising  they  are  said  to 
have  done  a  business  of  more  than  $1,500,000,  or  triple  the  busi- 
ness they  did  before  employing  that  modern  selling  force — • 
advertising. 

^'  The  Kalamazoo  Stove  Company  started  in  business  about 
the  middle  of  1902.  It  spent  $18,000  for  advertising  the  first 
year  and  did  a  business  of  $40,000.  Four  years  later  it  did  a 
business  of  $500,000. 

'^  Butler  Brothers,  whom  it  is  said  started  in  business  about 
thirty-five  years  ago  with  a  stock  valued  at  $500,  now  send  out 
over  2,000,000  catalogs  a  year  describing  more  than  30,000 
items,  and  occupy  large  buildings  in  four  of  the  big  cities. 

"  All  of  the  above  concerns  are  strictly  mail  order  houses  and 
sell  their  goods  entirely  by  advertising.  I  have  mentioned  these 
concerns  for  the  reason  that  they  employ  no  salesmen,  so  no  one 
can  say  that  anything  except  advertising  is  responsible  for  their 
wonderful  success. 

'^  But  advertising  has  done  just  as  well  for  concerns  em- 
ploying both  advertising  and  salesmen  to  market  their  product. 
Take  just  one  illustration  in  the  Xational  Biscuit  Company.  It 
grew  from  a  $4,000,000  corporation  to  one  of  $55,000,000  in 
eight  years  after  it  started  to  advertise,  and  even  in  the  year  of 
the  panic  it  made  a  profit  of  $4,101,415." 

An  interesting  Business  Bourse  report  contains  the  following : 
Analysis  of  Methods  of  Determining  Advertising  Appro- 
priations.— There  are  still  a  large  number  of  advertisers  who 
either  make  no  fixed  appropriations,  or  who  have  formulated  no 
policy  for  guidance  in  deciding  what  sum  shall  be  spent  for 


EFFICIEx\T  MEl'HODS  OF  MAKING  APPROPRIATIONS    183 

advertising.  Investigation  has  proved  that  the  advantage  in 
economy  and  maximum  support  of  the  trade  is  with  those  who 
have  set  policies.  ]S^evertheless,  there  are  comparatively  few 
advertisers  who  adhere  strictly  to  their  appropriation.  If  there 
IS  unusual  prosperity  there  will  be  spasmodic  spurts  of  generous 
advertising,  but  at  the  sign  of  decreased  sales,  there  is  an  abrupt 
cut.  ^ 

In  arranging  an  advertising  appropriation,  these  factors  are 
to  be  considered:  (1)  whether  the  campaign  is  for  general  pub- 
licity; (2)  for  educational  work;  or  (3)  for  direct  returns 

Methods  in  Use  of  Basing  Appropriation._l.  Apportion- 
ing a  percentage  of  the  gross  business  of  the  previous  year. 

^    2.  Apportioning  a  percentage  of  the  net  profits'^  of  the  pre- 
vious year. 

3.  A  progressive  advertising  appropriation,  in  proportion 
to  the  current  increase  over  sales  during  the  same  period  in  the 
previous  year;   monthly  or  quarterly. 

4.  Grading  the  appropriation  according  to  the  plans  for  the 
ensuing  year,  based  on  constructive  analysis. 

Methods  of  Charging  Advertising  Appropriations.— As  ex- 
pense, when  done  to  (1)  maintain  a  normal  distribution;  (2)  call 
attention  to  temporary  terms  or  prices,  or  convey  special  neces- 
sary information.  As  investment,  when  done  to  (1)  exploit  a 
new  article  or  branch  of  the  business;  (2)  add  to  the  good-will 
of  the  business. 

Efficient  Methods  of  Influencing  the  Making  of  Appro- 
priations.—!. Presentation  of  proposed  expenditure  on  the  con- 
crete basis  of  figures  showing:  (a)  possible  business  in  units  of 
material;  (h)  present  consumption  and  competition;  (c)  de- 
tailed expenditure  proposed;  (d)  logical  reasons  for  expected 
returns;  (e)  exact  amount  of  expected  profit  and  returns;  and 
(f)  time  m  which  such  results  are  expected  to  materialize. 

2.  Securing  trade  analysis  or  dealer  investigation  to  study 
conditions  on  which  to  base  a  policy  or  strategic  an^e  to  be  put 
into  effect  thru  advertising.  Such  information  makes  the  views 
and  judgment  of  sales  and  advertising  executives  concrete  and 
therefore  compelling. 


184  THE  ADVERTISING  CAMPAIGN 

WIXXIXG  THE   CAMPAIGN  BEFORE  FIEIXG  A  GUN 

WHEX    ADVEKTISEMEXTS    ARE    MERELY    SERIAL    IXSTALMEXTS    IT^ 

THE    WORKIXG    OUT    OF    PRE-ARRAXGED    '"  PLOT  '' HOW    THE 

XATIOXAL     CAXDY     COMPANY     ELIMINATED     GUESSWORK     AND 

ASSIGNED      ADVERTISING      TO      DO      CERTAIN      PREDETERMINED 

TASKS THE    INTERLOCKING    SALES    AND    ADVERTISING    WORK 

THAT    FOLLOWED 

By  V.  L.  Price.  Vice-President  and  Cluiirman  of  the  Executive  Committee  of 
the  National  Candy  Company   (Skylark  Chocolate),  St.  Louis,  Missouri 

"  I  sincerely  believe  that  the  preparation  for  the  advertising 
• — the  laying  out  of  the  ^  sales  plot/  as  it  were — is  as  important^  if 
not  more  important^  than  the  actual  advertising  itself. 

''  In  looking  at  our  own  campaign  for  Skylark  Chocolates, 
it  would  be  easy  to  assume  that  all  that  would  be  necessary  for 
another  advertiser  to  duplicate  our  siiccess  would  be  to  present  a 
candy  of  like  attractiveness,  and  use  the  same  mediums.  That 
assumption  would  be  false,  for  there  was  a  great  deal  of  work 
done  in  connection  with  the  Skylark  campaign,  as  a  preliminary 
to  the  advertising,  which  does  not  appear  on  the  surface  at  all. 

"  "When  we  decided  to  put  a  brand  of  chocolates  on  the  market 
which  should  be  sold  by  advertising  to  the  consumer,  we  drew 
up  a  list  of  things  which  we  should  have  to  consider.  First, 
the  cost ;  second,  how  and  when  that  cost  is  coming  back ;  third, 
the  product;  fourth,  our  facilities  for  manufacturing  it;  fifth, 
distribution ;  sixth,  dealer  co-operation.  All  of  those  were  ques- 
tions which,  in  our  opinion,  must  be  settled  before  we  could 
expect  success  for  the  new  brand. 

"  We  asked  our  advertising  agent  to  submit  an  estimate  of 
what  it  would  cost  to  advertise  the  goods  properly  in  the  locali- 
ties we  wished  to  cover.  The  amount  suggested  was  within  that 
which  we  felt  willing  to  spend  to  prove  the  practicability  of  our 
plans.  Therefore,  it  was  set  aside  from  the  surplus  on  hand, 
which  is  the  best  place  from  which  to  get  advertising  appro- 
priations. 

^'  We  knew  that,  like  every  other  expenditure,  the  amount 
spent  in  advertising  must  be  accounted  for.  Tt  must  come  back 
from  somewhere.    W"o  didn't  want  to  take  it  out  of  the  consumer. 


CHOOSING  THE  PRODUCT  TO  BE  ADVERTISED  185 

the  retailer  or  the  wholesaler.  The  only  other  place  it  could 
come  from  was  the  lower  cost  of  production  and  lower  fixed- 
cost  percentage  resulting  from  increased  sales.  The.  advertising 
— and  the  preliminarv  work — must  be  productive  of  a  sufficient 
increase  in  the  number  of  sales  to  more  than  offset  the  appro- 
priation, else  we  should  come  out  losers  in  the  end.  That 
is  a  fact  which  it  is  well  to  realize  beforehand.  When  that  fact 
is  clearly  in  mind,  it  tends  to  increase  the  care  witli  whicli  the 
campaign  is  conducted.  It  is  not  simply  more  sales  that  are 
wanted  but  enough  more  sales  to  save,  in  reduced  cost  of  doing 
business,  the  cost  of  the  advertising." 

CIIOOSIXG  THE  PRODUCT  TO  BE  ADVERTISED 

''  In  selecting  the  particular  product  which  we  were  to  adver- 
tise we  spent  a  great  deal  of  time.  We  went  carefully  over  our 
already  large  line  of  chocolates,  selecting  the  flavors  and  shapes 
which  were  most  in  demand.  We  made  careful  comparisons  with 
all  other  lines  of  chocolates  with  which  we  should  compete,  and 
wherever  our  brands  seemed  to  show  the  slightest  disadvantao-e, 
we  strove  to  remedy  it.  We  felt  that  if  Skylark  Chocolates  could 
not  stand  the  test  with  our  own  men,  they  never  would  make  good 
with  the  consumer.  We  knew  that  the  test  of  comparison  was  the 
strongest  quality  argument  we  could  possibly  have. 

"  Our  facilities  came  next.  Suppose  we  created  the  demand 
which  Avas  hoped  for,  could  we  take  care  of  it  ?  Could  we  supply 
dealers  promptly  enough  to  keep  our  lines  of  distribution  un- 
broken, after  they  had  been  once  established  ?  The  analysis  of 
the  product  determined  quality,  and  we  had  now  to  assure  our- 
selves of  quantity.  Slow  and  late  shipments  are  a  drawback 
to  many  a  good  advertising  campaign,  and  we  resolved  to  care 
for  the  demand  before  we  created  it.  Fortunately,  our  facilities 
were  ample,  but  we  analysed  the  situation  pretty  thoroughly 
before  we  made  up  our  minds. 

"  The  real,  active  work  began  with  the  process  of  getting 
distribution.  We  had  determined  to  advertise  a  brand  of  choco- 
lates, in  the  first  place,  as  an  entering  wedge  to  territory  in  which 
our  goods  were  not  well  known.     Consequently  distribution  for 


186  THE  ADVERTISING  CA:MPAIGN 

the  new  brand  must  be  built  up  from  the  beginning.  We  started 
with  Chicago,  where  the  whole  proposition  was  new,  name 
and  all. 

SCHOOLED    COMPAXy's    SALESMEX    TO    WOKK    WITH    ADVEETISIXG 

"  We  selected  a  corps  of  fifteen  men,  and  put  them  to  school 
in  our  factory.  Some  of  them  had  sold  goods,  some  had  not. 
The  requirements  were  simply  that  thev  be  clean,  active  and 
honest ;  willing  to  learn  and  willing  to  work. 

"  We  spent  several  weeks  teaching  those  men  facts  about  our 
goods,  our  advertising,  our  facilities,  our  officers.  The  adver- 
tising agency,  the  street  car,  bill-board  and  newspaper  represen- 
tatives all  took  a  hand  in  the  educating  process.  Every  one  asked 
questions,  made  suggestions,  criticised,  fought  and  joked,  but 
all  with  a  sincere  desire  to  get  information  tliat  would  be  helpful. 
There  was  no  secrecy,  no  '  bull,'  no  big  noise. 

"  The  men  were  taught  to  answer  the  following  questions 
from  the  retailer :  '  AMiat  are  you  going  to  do  for  me  ? '  ^  Are 
you  going  to  reach  my  customers  ? '  '  How  long  will  you  keep 
on  helping  me  ? ' 

^^  We  knew  we  should  have  to  answer  those  questions  satis- 
factorily before  we  should  get  even  the  smell  of  an  order,  so 
the  men  were  taught  to  answer  them. 

"  We  divided  the  city  of  Chicago  into  twelve  districts.  Each 
district  was  placed  in  charge  of  one  of  our  own  new  men,  whom 
we  called  Privates. 

"  We  called  in  several  of  our  experienced  salesmen,  and  put 
them  on  the  reserve  list  as  Lieutenants. 

"  The  Captain  was  the  general  sales  manager,  and  the  Gen- 
eral the  manager  of  the  factory.  A  Board  of  Strategy  was 
organized,  consisting  of  representatives  of  the  advertising  agency, 
the  executive  officers  of  the  company,  and  of  the  factory. 

'^  At  the  close  of  each  day's  work  the  Privates  reported  to 
the  Lieutenants  their  orders  and  also  the  customers  they  had 
failed  to  sell,  and  why.  Xext  day  the  Lieutenants  called  upon  all 
those  the  Privates  had  failed  to  sell,  and  reported  to  the  Captain. 
The  Captain  followed  the  Lieutenants,  calling  upon  all  dealers 


ELIMINATE  MYSTERY  FROM  ADVERTISING  187 

who  had  refused  to  stock  the  goods,  and  reported  failures  to  the 
Board  of  Strategy,  as  the  court  of  last  resort.  Any  dealer  who 
'  got  past '  the  Board  of  Strategy  was  a  hard  nut  to  crack,  indeed. 

^'  I  may  be  wrong  about  it,  of  course,  but  if  I  should  be 
asked  to  express  my  opinion  as  to  just  how  much  of  the  success 
of  the  Skj'lark  campaign  was  due  to  advertising  itself, — the 
actual  filling  the  space  with  copy, — I  should  say  certainly  not 
more  than  twenty-five  per  cent,  of  it. 

"  Advertising,  in  that  restricted  sense,  is  such  an  intangible 
thing  when  it  comes  to  figuring  out  what  the  matter  with  it  is, 
that  the  answer  to  the  question  is  often  a  matter  of  opinion.  The 
mail-order  man,  selling  direct  to  the  consumer  by  means  of  adver- 
tising alone,  can  easily  figure  out  just  what  is  due  to  advertising, 
but  the  man  selling  through  dealers  often  has  difficulty.  The  only 
way  to  figure  out  whether  advertising  is  good  or  bad  i:  to  check  its 
cost  against  its  accomplishments,  and  when  you  do  that  there  are 
a  lot  of  factors  to  be  considered  which  are  not  usually  included  in 
the  term  '  advertising.' 

"  I  really  believe  that  the  great  majority  of  advertising  fail- 
ures are  due,  not  to  fool  '  copy,'  or  wrong  choice  of  mediums,  but 
to  poor  products,  poor  salesmanship,  or  poor  service. 

XECESSARY  TO  ELi:^riXATE  MYSTERY  FROM  ADVERTISING 

"  In  numberless  cases,  the  advertiser  does  not  stop  to  figure 
out  exactly  how  the  money  he  spends  is  going  to  come  back  to 
him.  He  has  a  vague  notion  that  it  z.s'  coming  back,  with  interest, 
but  as  to  how,  when  and  where  from,  he  hasn't  a  notion.  Adver- 
tising is  no  mysterious  power  which  materializes  profits  from 
the  atmosphere.  There  are  only  three  ways  in  which  the  money 
can  come  back :  from  debasing  the  quality  of  the  product  so  that 
it  costs  less  to  make,  from  increasing  the  price  so  as  to  leave  a 
greater  margin  of  profit,  or  from  increasing  the  sales  so  as  to 
lower  the  cost  of  production  and  the  overhead  expense,  yet 
leaving  quality  the  same. 

"  'Now,  when  a  man  thoroughly  realizes  that  fact,  and  under- 
stands that  the  only  rational  method  of  making  his  advertising 
a  success  is  to  increase  his  sales  to  a  point  where  the  economies 


188  THE  ADVERTISING  CAMPAIGN 

of  production  will  more  than  offset  the  additional  expense,  lie 
is  in  a  fair  way  to  go  further  and  analyse  the  problem  as  it  should 
be  analysed. 

'^  But,  here  again,  sometimes  ho  falls  do^vm.  He  confuses 
increased  demand  with  increased  sales.  They  are  not  the  same 
thing,  by  any  means.  Has  he  the  facilities  to  make  the  supply 
equal  the  demand  ?  In  other  words,  it  is  necessary  to  finish 
what  has  been  started.  The  amount  of  increased  business  which 
it  is  necessary  to  secure  to  ^  break  even  '  can  be  reduced  to  figures 
which  are  approximately  accurate,  and  the  question  must  be 
answered  as  to  whether  or  not  that  increased  business  can  be 
handled. 

'^  Our  o^^m  campaigTi  is  interesting  chiefly  as  showing  how 
the  problem  was  worked  out  in  one  specific  instance.  Every 
problem  of  like  nature  can  be  similarly  analysed,  and  in  my 
opinion,  when  that  happens  more  frequently  there  will  be  fewer 
failures  chalked  up  to  the  score  of  advertising." 

HOW  TO  LOOK  BEFOEE  YOU  LEAP 

SUCCESSFUL    CAMPAIGNS    AKE    WOX    BEFOEE    A    SHOT    IS    FIKED 

MAKIXG  CERTAIX  OX  THREE  GREAT  ESSENTIALS KXOWLEDGE 

OF  YOUR  PRODUCT  THE  FIRST   OF  THESE QUESTIOXS   TO  ASK 

YOUR  BRAX^D  BEFORE  YOU  CAX^  HOPE  TO  WIX  A  MARKET 

Bv  R.  E.  Fowler,  Advertising  ^Manager  of  tlie  Printz-Bieferman  Company, 

Cleveland,  Ohio 

^^  If  we  are  to  take  the  trade  reports  of  business  failures  as 
a  barometer  of  business  conditions,  we  must  admit  that  there 
are  many  firms,  striving  to  win  a  market,  which  miserably  fail — 
firms,  which  in  the  first  fiush  of  business  endeavor,  seem  success- 
ful, but  which  eventually  become  business  derelicts  and  in  many 
instances  a  menace  to  the  fundamental  principles  of  business. 

"  There  must  be  some  good  and  sufiicient  reason  for  these 
failures.  There  must  be  something  left  undone  in  their  business 
propaganda  that  put  a  bar  to  successful  effort. 

"  If  we  can  uncover  some  of  the  weaknesses  of  their  policy, 
we  may  be  able  to  place  over  these  shoals  of  business  a  beacon 
light  that  will  act  as  a  warning  to  other  navigators. 


UPON  THESE  ROCKS  YOU  MAY  BUILD  189 

"  Many  manufacturers  seem  to  think  that  winning  a  market 
consists  of  the  manufacturing  of  a  product,  the  engaging  of  a 
sales  force  and  the  setting  aside  of  an  advertising  appropriation. 
And  when  you  mention  an  advertising  appropriation  it  brings  to 
mind  the  appalling  ease  with  which  hard-headed  business  men 
are  led  into  the  spending  of  vast  sums  of  money — men  who  could 
not  be  cajoled  into  the  investment  of  $10,000  in  new  equipment, 
no  matter  how  great  the  need;  men  who  would  not  think  of 
erecting  a  business  block  costing  $50,000  without  engaging  the 
services  of  the  best  architect  obtainable  and  having  definite  blue- 
prints of  every  floor  as  well  as  a  general  reproduction  of  the 
exterior  shown  them,  will  cheerfully  invest,  on  the  advice  of  a 
plausible  stranger,  three  times  $50,000  in  an  advertising  cam- 
paign for  the  promotion  of  a  new  product  w^ithout  a  clear  con- 
ception of  how  the  money  is  to  be  expended,  or  whether  there  is 
a  logical  market  for  his  product  or  not. 

'^  Isn't  it  time  to  stop  to  think ;  to  analyse ;  to  dig  a  little 
deeper  into  the  garden  of  facts  ?  Isn't  it  time  to  take  the  truths 
that  we  have  at  our  command,  and  from  them  draft  a  consistent 
plan  of  action  b}'  which  we  can  work  intelligently  and  with 
reasonable  chance  of  success  ? 

'^  What  I  say  will  be  directed  more  to  the  men  who  are  just 
launching  their  crafts  than  to  the  men  of  the  other  ships,  but 
even  the  complacent  man  who  feels  that  he  has  won  his  market 
can  well  afford  to  listen. 

"The  fundamentals  required  for  winning  a  market  are: 
First,  a  clear,  concise  and  logical  analysis  of  your  product; 
second,  a  clear,  concise  and  logical  analysis  of  the  field  in  which 
your  product  can  be  profitably  sold ;  third,  a  complete  analysis  of 
the  scheme  of  distribution  you  intend  to  employ  and  of  the 
media  through  which  you  intend  to  tell  the  story  of  your  product 
to  the  retailer  and  to  the  purchasing  public. 

UPOX  THESE  EOCKS  YOIJ  MAY  BUILD 

"  The  analysis  of  these  three  factors  is  your  foundation. 
Running  through  them  and  flowing  out  of  them  are  many  other 
factors  that  have  a  bearing  on  the  success  of  your  business.  Some 
of  these  are  seiwice,  co-operation  and  efficiency. 


190  THE  ADVERTISING  CAMPAIGN 

"  I  will  treat  these  factors  in  their  logical  order,  beginning 
first  with  the  analysis  of  voiir  product.     (  See  chart  on  page  196. ) 

"  To  the  man  just  starting;  to  the  man  who  has  bucked  the 
game  for  years  without  winning,  and  to  the  man  who  has  won 
a  measure  of  success,  I  say:  Analyse  your  product!  I  wish 
that  I  could  burn  this  into  the  top  of  the  desk  of  every  man  who 
is  now  or  who  will  be  engaged  in  a  business  venture,  for  on  the 
proper  assimilation  of  its  import,  and  upon  the  proper  appli- 
cation of  this  analysis  rests  the  entire  structure  that  he  would 
rear. 

"  Be  sparing  of  the  questions  you  ask  your  product  and  you 
invite  failure.  Be  searching  in  your  analysis  and  you  are  reason- 
ably sure  of  success. 

IF  A  DEMAXD  EXISTS 

"  The  first  question  that  naturally  arises  is,  ^  Is  there  a  de- 
mand for  this  article  ? '  and  leading  out  of  the  question,  if  there  is 
a  demand,  we  immediately  find  a  number  of  others.  The  first : 
'  Is  it  developed  or  undeveloped  ? '  and  upon  the  answer  to  this 
question  may  stand  or  fall  the  success  of  your  venture.  If  the 
answer  shou]d  be  '  Developed,'  you  immediately  know  that  the 
heavy  expense  of  an  educational  campaign  is  eliminated  from 
your  calculations  and  that  your  plan  will  be  to  convince  the  job- 
bers, dealers  and  consumers  that  your  product  is  desirable.  On 
the  other  hand,  this  answer  to  this  question  immediately  brings 
into  the  arena  the  element  of  competition  with  established  con- 
cerns which  will  be  taken  up  later. 

"  You  will  also  want  to  know  if  this  developed  demand  was 
caused  by  necessity  or  whether  it  was  the  result  of  an  educational 
campaign. 

^'  If,  however,  the  answer  should  be  '  Undeveloped,'  you  are 
face  to  face  with  a  condition,  which,  if  you  desire  national 
distribution,  will  call  for  great  sums  of  money  for  educational 
purposes;  not  for  a  season  or  a  year  but  for  a  period  of  years, 
and  you  must  realize  in  the  beginning  that  your  venture,  saddled 
with  these  tremendous  expenditures,  cannot  be  profitable  to  you 
for  some  time  to  come. 


IF  A  DEMAND  EXISTS  191 

"  In  fact,  given  a  product  of  undeveloped  demand  and  a 
limited  amount  of  capital  for  educational  purposes,  it  would 
be  foolhardy  to  attempt  to  acquire  national  distribution.  It  is 
being  attempted,  however,  every  day,  and  in  many  cases  the  firms 
who  attempt  it  are  numbered  among  the  missing  within  a  few 
years.  The  only  logical  thing  to  do  would  be  to  use  your  capital 
in  local  educational  work  and  in  creating  local  demand  and  then 
using  this  local  demand  as  a  nucleus  to  reach  out  for  a  territorial 
or  sectional  demand.  In  this  way  you  would  be  safe.  You 
would  not  only  be  working  along  the  lines  of  least  resistance,  but 
you  would  also  be  concentrating  your  entire  educational  force  on 
a  given  community  and,  consequently,  could  look  forward  with 
reasonable  hope  to  accomplishing  your  purpose. 

^^  The  next  two  divisions :  Is  it  a  forced  demand,  buoyed  up 
by  the  heavy  advertising  campaigns  and  skilful  salesmanship  ?  or 
is  it  a  natural  demand  because  of  supplying  an  existing  want  ? 
are  answered  by  the  above  so  we  can  pass  on  to  the  next  division. 

'^^  Is  it  a  permanent,  all-year-round  demand,  or  is  it  a  season- 
able demand  ?  The  answer  to  this  question  is  going  to  decide  to  a 
great  extent  the  manufacturing  conditions  with  which  you  must 
contend.  It's  going  to  have  a  bearing  on  the  wages  you  will  have 
to  pay  your  employees.  It  is  going  to  have  a  bearing  on  your 
moral,  social  and  religious  life. 

'^  If  the  answer  be  ^  Permanent  Demand,'  it  means  the  steady 
whirring  of  wheels  from  January  to  January  with  just  enough 
machinery  to  keep  a  step  ahead  of  the  demand.  It  means  con- 
tented workmen  because  their  positions  are  permanent  year  in 
and  year  out  and  their  working  hours  regular.  It  means  that  you 
can  enjoy  life,  become  acquainted  with  your  family  and  sleep 
like  a  boy  at  night. 

"  If  the  answer  be  ^  Seasonable,'  it  means  thousands  of  dollars 
in  machinery  that  for  months  out  of  each  year  will  stand  idle  and 
that  at  other  times  will  race  madly  to  gather  as  much  as  possible 
of  the  fleeting  demand.  It  means  high  pressure,  overtime,  crowd- 
ing of  your  employees,  alternating  with  periods  of  absolute  idle- 
ness. This  causes  poor  workmanship  under  the  hurried  condi- 
tions, dissatisfaction,  labor  troubles  and  expense. 


192  THE  ADVERTISING  CAMPAIGN 

"  To  YOU  it  meaus  long  hours  on  high  gear,  night  work,  Sun- 
day planning,  estrangement  from  your  family  and  friends  and 
a  speculative  business  that  you  are  never  sure  of. 

'^  Let  us  proceed  to  the  next  sub-division,  serviceability. 
Eunning  out  of  serviceability  we  will  find  five  very  pertinent 
questions  that  we  must  ask  your  product  and  the  first  is,  ^  Is  it  a 
necessity  ? '  Is  it  something  that  the  buying  public  need  and 
have  use  for  every  day  ?  If  it  is  we  know  that  you  are  assured  of 
a  widespread  demand,  but  if  the  answer  should  be,  ^  Xo,  it  is  a 
luxury,'  we  immediately  find  our  selling  field  narrowed  to  those 
people  who  are  able  to  afford  the  gratification  of  their  luxurious 
tastes. 

"  The  next  question,  '  Is  it  a  convenience  ? '  '  Does  it  make 
some  operation  easier  ? '  '  Does  it  in  some  way  shorten  the  time 
necessary  to  complete  a  task  ? '  ^  Does  it  add  something  to  the 
sum  total  of  human  happiness  by  making  the  way  smoother  for 
its  purchaser  ? ' 

'^  Vacuum  cleaners  are  a  convenience.  Vacuum  cleaners 
make  sweeping  easier;  they  shorten  the  time  necessary  to  tlior- 
oughly  sweep  a  room,  and  they  do  add  something  to  the  total 
of  woman's  happiness  by  robbing  of  its  drudgery  the  very  neces- 
sary task  of  sweeping.  Around  this  one  point  the  campaigns 
of  the  vacuum  cleaner  companies  were  built.  They  adopted 
the  previous  efforts  of  the  carpet  sweeper  people  and  improved 
on  them. 

"  ^  Is  it  durable  ? '    ^  Is  it  economical  in  use  ? '    Both  of  these_ 
questions  are  vital ;  for  an  article  may  be  a  necessity ;  may  be 
a  convenience ;  may  have  a  permanent,  natural,  developed  de- 
mand, but  if  the  article  is  not  durable  and  is  not  economical  in 
use  it  cannot  be  profitably  marketed. 

''  Xo  one  cares  to  buy  an  article,  no  matter  how  much  one 
needs  it,  unless  one  is  convinced  that  the  article  will  perform  its 
functions  economically  and  at  the  same  time  render  an  efficient 
and  lasting  service  because  of  its  durability.  Be  careful  with 
these  questions,  and  if  your  product  cannot  answer  both  of  them 
affirmatively,  postpone  your  quest  for  a  market  and  experiment 


HOW  DOES  IT  LOOK?  193 

with  your  product  until  you  absolutely  can  answer  them  as  they 
deserve  to  be  answered. 

"  The  next  sub-division,  quality,  has  a  direct  bearing  on  the 
previous  division  and  in  many  cases,  if  properly  analysed,  will 
answer  affirmatively  the  questions  which  I  have  just  said  must  be 
given  the  most  careful  consideration.  ^  AVhat  is  the  quality  of 
your  raw  materials  ? '  ^  Are  you  using  only  the  best,  and  care- 
fully examining  and  testing  them  ? ' 

now  DOES  IT  LOOK  ? 

"  What  is  the  quality  of  your  design  ?  Is  it  suitable  to  the 
article  and  to  the  use  the  article  must  be  put  ?  Closely  allied 
with  this  question  is  the  quality  of  appearance.  Don't  pass 
these  two  sub-divisions  carelessly.  You  are  going  out  to  bid  for 
the  approval  of  a  vast  audience.  Things  that  will  sway  one  por- 
tion will  leave  the  other  untouched,  but  you  want  your  article  to 
be  as  near  psychologically  perfect  as  it  is  possible  to  be,  so  that  you 
can  appeal  to  and  influence  the  majority  of  all  men  and  women; 
the  first  impression  that  your  buying  public  will  receive  of  your 
product  will  be  through  the  medium  of  the  eyes,  so  see  that  not 
only  the  quality  of  the  design  is  right  but  also  that  the  quality 
of  appearance  is  100  per  cent,  pleasing. 

"  Quality  of  workmanship.  Examine  this  carefully;  for  be 
the  quality  of  raw  materials  of  the  highest  rank,  the  quality  of 
design  and  appearance  all  that  you  could  ask  for,  but  the  quality 
of  workmanship  mediocre,  you  will  find  that  the  good  qualities 
are  outAveighed  by  this  one  bad  quality  and  your  articles  of  negli- 
gible selling  value.  The  quality  of  workmanship  will  seriously 
affect  our  next  step,  quality  of  finish,  which  is  deserving  of  as 
painstaking  care  as  any  of  the  others.  One  may  think  that  I  am 
dwelling  unnecessarily  long  on  the  subject  of  quality,  but  you  will 
discover,  if  you  have  not  already,  that  the  buying  public  is  looh- 
ing  for  quality  and  regardless  of  the  price  they  pay;  also  that 
your  article  will  be  weighed  in  the  scale  of  their  minds  by  its 
comparison  with  competing  articles  already  on  the  market  or  that 
are  daily  being  added. 
13 


.194  THE  ADVERTISING  CAMPAIGN 

'^  See  to  it  that  the  scales  of  division  balance  true  to  your 
product  when  the  comparison  is  made. 

THE  FIELD  OF  PROFITABEE  SAEE 

"  Price  to  the  jobber,  the  broker,  the  retailer  and  the  con- 
sumer will,  to  a  great  extent,  determine  the  field  of  profitable 
sales  for  your  product.  If  you  are  fortunate  enough  to  have 
an  article  of  medium  or  low  price  it  opens  up  for  you  the  wide- 
spread buying  power  of  the  masses,  but  if  your  price  must  be 
high  your  strongest  demand  will  be  derived  from  the  people  of 
easy  fortune,  and  statistics  say  that  but  ^yq  per  cent,  of  the 
men  of  this  country  have  an  income  of  $3,000  per  year  or  over; 
so  that  you  can  easily  see  the  very  limited  demand  for  a  high- 
priced  article. 

'^  Remember,  also,  that  your  product  will  be  w^eighed  and 
compared  with  competing  articles  on  the  question  of  price  as 
well  as  on  the  question  of  quality. 

"  Our  next  step  is  profit  to  the  manufacturer,  meaning 
yourself ;  to  the  jobber ;  to  the  broker  and  to  the  retailer.  You 
have  now  arrived  at  the  ^  reason  why '  of  all  business  endeavor. 
You  have  uncovered  the  mainspring  of  business  life ;  the  great 
motor  that  turns  the  wheels  of  our  commercial  activities.  See 
that  all  parties  that  are  engaged  in  the  distribution  of  your 
product  are  handsomely  rewarded  in  profits  gained,  and  each  one 
of  them  w^ill  be  a  consistent  booster  of  your  sales ;  but  if  profits 
be  cut  below  that  of  competing  articles  and  the  demand  be  unde- 
veloped, your  sales  will  langaiish  in  spite  of  your  most  strenuous 
promotion  efforts. 

^^  See  that  your  profit  be  of  sufiicient  size  to  enable  you  to 
bear  the  burden  of  manufacture.  See  that  the  jobber,  the  broker 
and  the  retailer  are  also  well  taken  care  of;  for  you  and  ^'Our 
product  will  be  weighed  again  in  the  scales  of  decision  and 
compared  with  all  other  competing  articles  on  the  basis  of  profit. 

THE   JN^ATUKE   OF  YOUR   COMPETITIOIS" 

^^  The  last  step  in  the  analysis  of  the  product  is  your  compe- 
tition. This  sub-division  not  only  will  affect  your  product  but 
will  also  influence  vour  field  of  distribution. 


THE  NATURE  OF  YOUR  COMPETITION  195 

"  Yon  must  know  yonr  competition.  Yon  mnst  know  its 
officers ;  w^hetlier  yonng  or  old ;  working  on  the  supposition  that 
if  officered  hy  young  men  that  their  methods  will  be  sharp  and 
aggressive  and  that  every  onslaught  you  direct  at  the  market  will 
be  pursued  by  plans  as  clever  as  your  own. 

"  The  leng-th  of  time  that  your  competition  has  been  estab- 
lished should  be  considered;  whether  they  have  a  strong  box 
filled  with  the  profits  of  past  efforts  or  whether  each  day's  sales 
must  contribute  its  share  toward  the  merchandising  program 
of  the  future. 

^^  You  must  know^  their  sales  plan ;  their  advertising  cam- 
paign; their  sales  manager  and  their  sales  force — not  with  the 
intention  of  undermining  them,  but  with  the  expressed  under- 
standing that  your  promotion  efforts  may  be  devoted  to  lines  of 
attack  that  will  gain  your  goal  in  spite  of  the  competition. 

'^  You  must  familiarize  yourself  with  their  policy  toward 
customers  and  credits  so  that  you  may  profit  by  their  successful 
efforts  and  learn  from  their  mistakes. 

"  Modern  business  is  warfare,  and  you  as  a  modern  business 
man  are  one  of  the  fighting  generals.  Your  department  heads 
and  foremen  are  your  colonels  and  captains;  your  employees, 
your  privates,  your  army  corps  of  fighters ;  and  your  ability  to 
plan  and  direct,  your  ability  to  analyse,  your  ability  to  educate 
your  employees  to  see  the  same  as  you  do  are  your  siege-guns 
with  which  to  batter  down  the  walls  of  opposition. 

"  Ask  of  your  product  the  questions  that  the  other  sub- 
divisions of  the  analysis  have  touched  on ;  for  from  these  ques- 
tions and  answers  will  come,  not  only  the  knowledge  of  whether 
your  product  is  practical  or  not,  but  also  the  ammunition  neces- 
sary for  your  salesmen  in  their  selling  campaign.  Insist  on 
answers  that  fit  in  as  part  of  the  structure  you  wish  ta  rear  and 
then  and  not  until  then  will  you  be  able  to  say,  ^  My  product  is 
deserving  of  a  market  and  I  am  going  to  discover  the  natural 
field  for  it'  " 


196 


THE  ADVERTISING  CAMPAIGN 


Product 


Demand 


Serviceability 


CHAKT 

Developed   f  By  education 

Undeveloped  I  By  necessity 

Forced  or  Natural 
Permanent  or  Seasonable 

Is  it  a  necessity? 
Is  it  a  luxury? 
Is  it  a  convenience? 
Is  it  durable? 
,  Is  it  economical  in  use? 


Quality 


Of  raw  materials 
Of  design 
Of  workmanship 
Of   appearance 
Of  finish 


How  does  it  compare  with 
competing  articles  on  these 
items  ? 


Price  to. 


Jobber 
Broker 
Retailer 
Consumer 


High 

Medium 

Low 


How  does  it  compare  with 
competing    articles? 


Profit  to 


^Manufacturer 
Jobber 
Broker 
Retailer 


Larger  than  on  competing  lines 
Same  as  on  competing  lines 
Smaller  than   on  competing  lines 


Officered  by  old  men 
Officered  by  young  men 
Aggressive 
Lax 

Long  established 
Newlv   established 
Wealthy 
Competition  .  \  Limited  means 
Their  sales  plans 
The  advertising  campaign 
Their  policy  toward  consumers 
Their  sales  manager  * 

Their  sales  force 

Their  credit  department's  attitude  toward  cus- 
tomers 

SALES  POLICY  AN^ALYSIS  BEHIND  ADVERTISIXG  CAMPAIGXS 
(Business  Bourse  Report) 

"  An  advertising  campaign  is  simply  a  big  kit  of  tools  Avitli 
whicli  to  do  whatever  needs  to  be  done  upon  a  job  of  selling. 
Just  exactly  what  tools  to  use  and  what  general  method  idea  to 
base  the  campaign  upon,  depends  wholly  upon  the  strategic 
selling  situation. 

^^  Conseqviajitly,  the  inanuf^eturer  who  i§  a  careful  analyst, 


SALES  POLICY  ANALYSIS  197 

and  tlie  advertising  agent  wlio  analyses  for  liim,  axe  obliged,  in 
order  to  be  efficient,  to  be  skilled  strategists  and  conduct  an  adver- 
tising campaign  from  the  strategic  angle  which  will  meet  the 
situation  most  exactly. 

'^  In  order  to  know  what  kind  of  analysis  may  be  arrived  at  in 
planning  an  advertising  campaign,  it  is  interesting  to  outline  the 
various  strategic  foundation  bases  for  an  advertising  campaign. 
Any  one,  or  a  group,  of  these  basic  reasons  for  an  advertising 
campaign  are  used ;  all  methods,  the  copy,  and  even  the  illustra- 
tion and  the  mediums  used  may  be  spent  and  shaped  to  meet  the 
desired  strategic  end.  It  is  in  the  efficient  watching  and  careful 
adjusting  of  the  sales  policy  along  the  lines  of  strategy  as  laid  Gat 
below,  that  has  really  produced  the  biggest  and  best  successes. 
To  say  that  advertising  is  simply  done  '  to  sell  goods '  is  far  too 
superficial.  Advertising  must  be  done  for  purposes  of  policy  to 
meet  the  current  and  individual  situation. 

^^  The  following  are  among  the  policies  of  trade  stl*aieg}^ 
which  may  be  behind  an  advertising  campaigTi : 

"(1)  To  ^  file  a  caveat'  with  the  public  for  a  new  proposi- 
tion, in  order  to  be  recog-nized  as  first  in  field,  no  matter  how 
complicated  the  situation  with  patents  or  trade-marks. 

'^(2)  To  dispel  a  popular  impression  about  a  concern,  such 
as  that  it  makes  only  one  line  of  goods. 

"(3)  To  bring  an  entire  group  of  products  into  the  shelter 
and  help  of  the  prestige  of  a  single  trade-mark. 

'^(4:)  To  dominate  a  field,  or  to  insure  against,  or  to  fore- 
stall domination  by  others. 

'^(5)    To  widen  the  uses  and  application  of  an  article. 

^^(6)  To  build  fortifications  against  substitution  and  com- 
bat it. 

"(7)  To  bring  the  consumer  closer  to  the  maker,  for 
acquaintance,  confidence,  and  human  interest. 

"(8)    To  fill  out  ^  valleys  '  in  production  or  seasons. 

*^^(9)    To  bring  about  a  more  automatic  demand. 

^^(10)  To  detract  attention  from  a  new  competitive  develop- 
ment. 

^^(11)   To  affect  the  psychology  of  dealers. 

"(12) To  take  steps  toward  greater  control  of  distribution. 


198  THE  ADVERTISING  CAMPAIGN 

"(13)  To  get  your  story  told  to  consumers  as  you  want  it 
told. 

'^(14)  To  "annihilate  time  in  establishing  a  new  or  wider 
market. 

"(15)  To  meet  declining  sales,  depressions,  special  condi- 
tions, indifference,  price  considerations,  etc." 

FIGURIXG  AX  ADVEKTISIXG  CAMPAIGN  DOWX   TO  A  DEFIXITE 
EFFICIEXCY  BASIS 

"  There  are  many  concerns  who  spend  too  much  or  too  little 
money  in  advertising,  because  there  has  not  been  sufficient  investi- 
gation of  the  market,  and,  consequently,  there  is  lacking  the  basis 
for  building  a  correctly  proportioned  campaign.  The  size  of  the 
appropriation  is  very  frequently  influenced  by  the  personal  im- 
pressions of  the  salesmen  or  sales  manager  of  the  volume  of 
business  that  ought  to  be  produced,  instead  of  what  can  be  pro- 
duced. A  careful  and  unbiased  investigation  for  specific  data 
has  time  and  again  unearthed  facts  which  contradicted  such 
surface  impressions,  and  formed  a  substantial  basis  for  a  strong 
selling  plan.  Some  of  the  information  demanded  by  the  alert 
advertising  or  sales  manager  before  making  advertising  plans  are 
given  herewith,  also  the  result  of  an  advertising  campaign  that 
followed  such  an  analysis.  These  figures  are  prepared  so  that 
the  concrete  results  can  be  quickly  gi^asped  by  interested  execu- 
tives. 

CONSUMPTION  OF  PRODUCT  DISTRIBUTION 

1.  Present  consumption.  1.  Xumber  of  competitors  in  field.     * 

2.  Total  possible  consumption.  2.  Xumber  of  dealers  who  handle  the 

3.  Increase  in  consumption  during  a  article. 

period  of  years.  3.  Xumber     of     dealers    who     could 

4.  Consumption  by  states  and  zones,  handle. 

showing    up    strong    and    weak      4.  Dealers  per  square  mile  and  per 
territories.  thousand  population. 

5.  Consumption     per     capita :     con- 

sumption per  square  mile. 

PRODUCTION    AND    EXPENSE 

1.  Capacity  of  the  plant.  5.  Approximate  possible  profit   con- 

2.  Market  price  of  the  product  and  sidering  consumption  and  pro- 

competitive  articles.  duction  costs. 

3.  Total  amount  of  money  involved      G.  Possible    amount    of    advertising 

in  the  business,  and  selling  expense  available. 

4.  Total  profit  involved  in  the  busi- 

ness. 


METHOD  OF  KEYING  ADVERTISEMENTS  199 

STATEMENT    OF    RETURNS    FOR    SIX    MONTHS 
Character  of  Return  Character  of  Industries 

Coupons  300      City  and  Civil  Engineers 500 

Letters   250      State    Engineers    30 

Post  Cards    400      Contractors     300 

Return  Post  Cards 75      Road  and  Street  Commissioners.  .    150 

Through   Offices    100      Students    70 

Miscellaneous   75 

STATEMENT   OF  EFFICIENCY 

Total  Circulation 48,000  per  issue 

Circulation  of  interest 18,000  per  is-^ue 

Number  of  issues 20  cost  $8,000 

Cost  per  issue $308.00 

Cost  per  person  of  interest .016 

Total  number  of  inquiries  received 1,225 

Total  numher  of  inquiries  per  issue 47 

Per  cent,  inquiries  to  circulation Vs  of  1  per  cent. 

Cost  per  inquiry $6.53 

Amount  of  material  asked  for 3,500   tons 

Amount  per  inquiry    , $2.85 

Cost  per  unit  of  material 2.34 

Percentage  cost  per  unit 12  per  cent. 

Net  efficiency  per  unit  of  material .0234  per  cent. 

METHOD   OF   KEYING  ADVERTISEMENTS 
(Business  Bourse  Report) 

"  The  average  method  of  keying  is  very  inadequate  and  make- 
shift. It  does  not  provide  for  the  thorough  comparison  which 
should  be  the  object  of  any  inquiry. 

''  The  most  common  is  a  variation  of  street  address,  or  a 
letter  of  the  alphabet  representing  a  ^  department.'  The  trouble 
with  these  is  they  do  not  give  wide  enough  scope  for  the  various 
mediums,  etc.  The  trouble  with  '  Box  Xo.'  is  that  it  sounds  too 
artificial  and  is  an  extra  incumbrance  to  the  address.  Varying 
the  street  number  discloses  itself  to  readers  of  more  than  one 
publication. 

"  The  most  efficient  plan  for  average  purposes  is  to  vary  the 
number  of  a  booklet  or  catalog  or  department  and  make  a  com- 
bination with  a  letter  of  the  alphabet  so  that  the  cumulative 
replies  months  after  appearance  may  be  traced.  In  fact,  accounts 
may  be  opened  charging  up  to  each  key  not  only  (1)  number  of 
inquiries,  but  (2)  amount  spent  on  that  particular  key,  (3) 
money  received,  (4)  character  of  inquiry,  ^5)  cost  and  frequency 
of  follow-up,  etc.  These  accounts  should  be  knowm  by  their  key 
number,  which  is  never  repeated. 


200  THE  ADVERTISING  CAMPAIGN 

^'  A  large  advertiser  has  worked  out  his  keying  system  with 
especial  thoroughness,  assigning  a  particular  circular  or  en- 
closure for  inquiries  from  each  particular  medium.  This  brings 
circular  matter  into  the  field  of  analysable  returns.  This  adver- 
tiser also  asks  his  agents  to  keep  records  of  mail  inquiries. 

"  The  following  is  a  sample  of  the  key  number  list : 

^  r  DecemlDer — McClure's  p-  /  November — Metropolitan 

1  Xmas  Bookcase  Circular  \  Bookcase  Catalog 

nr^\  February — McClure's  ^a/  September — Metropolitan 

\  Filing  Cabinet  Catalog  (  Bookcase  Catalog 

{INIarch — McClure's  27  /  l^ecember — ^Metropolitan 

"  Filing  and  Finding  Papers  "        IXmas  Bookcase  Circular  and  Catalog 
Bookcase  Catalog  28  i  November — Munsey's 

2<^  f  April — McClure's  I  Bookcase  Catalog 

\  "  Filing  and  Finding  Papers  "         f  December — Munsey's 


{May — McClure's  29 <  Xmas  Bookcase  Circular  and 

Filing  Cabinet,  Unifile  or  I  Filing  Cabinet  Catalog 

Cabinet  Safe  Catalog  „_  f  January — ]\Iunsey's 

r,.  f  October^Metropolitan  '^^  j  "  Filing  and  Finding  Papers  "  and 

\  Circular  for  individual  librarian    I  Filing  Cabinet  Catalog 

DETAILS  OF  IXQUIKY  ANALYSIS 

"  The  most  approved  method  of  analysing  inquiry  returns  is 
not  widely  laiowm,  nor  when  known,  faithfully  followed.  A 
large  ISTew  York  house  has  perhaps  one  of  the  most  definite 
and  searching  layouts  of  inquiry  and  order  analysis. 

^^  The  following  are  the  headings  showing  these  details : 

Claimed  circulation  Proceeds  per  inquiry 

Cost  of  advertising  Orders 

Cash  returns  Cost  per  order 

Returns  per  dollar  spent  Proceeds  per  order 

Inquiries  Ratio  of  orders  to  inquiries 

Cost  per  inquiry  Ratio  of  inquiries  to  circulation." 

The   Advertising    Campaign. — The   completed    advertising 

campaign  will  consist  of  two  parts :  first,  a  prospectus  suggesting 

the  reasons  why  you  choose  a  certain  article,  the  present  status 

of  that  particular  business  with  respect  to  competitors,  etc.,  the 

reasons  for  your  choice  in  advertising  m.edia,  an  analysis  of  all 

costs,  and  what  results  can  be  expected,  etc. ;  second,  the  campaign 

itself,  which  should  contain  the  following: 

1.  A  trade-mark. 

2.  A  letter  head. 
8.  A  bill  head. 


THE  ADVERTISING  CAMPAIGN  201 

4.  The  article.  The  capitalization  of  a  firm.  The  name  of 
a  firm. 

5.  The  amount  of  advertising  appropriation.  How  do  you 
base  or  apportion  this  amount  ? 

6.  What  ditl'erent  kinds  of  advertising  are  you  to  employ — 
why?  (1)  Mailorder;  (2)  electric  signs ;  (3)  billboards;  (4) 
streetcar;  (5)  newspaper;  (6)  house  organ;  (Y)  magazines, 
(weekly,  monthly,  quarterly)  ;  (8)  hand-bills;  (9)  letters;  (10) 
calendars;  (11)  premiums;  (12)  contests;  (13)  samples; 
(14)  demonstration;  (15)  literature;  (16)  posters;  (17)  novel- 
ties; (18)  unique  forms. 

7.  What  specific  magazines,  papers,  etc.-,  are  to  be  employed  ? 
What  are  the  cocts,  positions,  time  or  seasons  of  issue,  size,  posi- 
tion on  page,  etc.  Likewise,  estimate  the  kinds  of  cuts  to  be 
used  and  their  individual  mechanical  costs. 

8.  What  is  the  analysis  of  your  article  with  respect  to  habits, 
customs,  traditions,  seasons,  and  desires  of  prospective  gToups 
of  consumers  or  buyers  ? 

9.  In  creating  advertisements,  consider  borders,  focal  point, 
attention,  habit,  will,  etc. 

10.  If  follow-up  letters  are  necessary,  create  a  series. 

11.  Work  out  a  scheme  for  the  keying  of  your  advertisements. 

12.  What  is  the  motif  or  key  note  of  your  campaign  ? 

13.  The  specific  advertisements. 

COLLATERAL  READINGS 

Advertising  as  a  Business  Force,  Paul  Cherixgton,  Chapter  iv,  page  68, 

"  The  Problems  of  Medium  Selection." 
Advertising  &  Selling,  Hollingworth,  Chapter  iii. 
The  Psychology  of  Advertising,  Walter  Dill  Scott,  Chapter  xvi. 
Modern  Advertising,  Calkins  and  Holden,  Chapter  iv. 
Advertising  Mediums,  Chas.  O'Connor,  Chapter  xxxiii. 
The  Elementary  Laws  of  Advertising,  Henry  S.  Bunting,  Chapter  iv, 

''  Media  and  Circulation."  page  20. 
Color  Display  in  the  Dealer's  Window  and  How  it  Pays,  Chas.  W. 

Hurd,  "  Printers'  Ink,"  page  23,  May  28,  1014, 
An  Expert  Opinion  of  W^indow  Displays,  "  Printers'  Ink,"  pa^e  70,  April 

23,  1914. 
Posters  as  Want  Ads  in  St.  Louis,  "  Printers'  Ink,"  vol.  83,  No.  7,  p.  65, 

May  15,  1913. 
Space  Sellers'  Estimate  Worth  of  Their  Own  Mediums,  "  Printers'  Ink," 

vol.  82,  No.  7,  p.  28.  February  13,  1013. 
Advertising,  Starch,  Chapters  x  and  xi. 


CHAPTER  XIV 
AN  ANALYSIS  OF  ADVERTISING  MEDIA 

The   relative  importance  of  advertising  media   estimated 

bv  the  expenditure  of  money  is  suggested  in  ''  Printers'  Ink  "  as 

follows : 

Newspaper   advertising    $250,000,000 

Direct  mail  advertising 100,000,000 

Farm  and  mail  order  75,000,000 

Magazine  advertising   60,000,000 

Xoveltv    30,000,000 

Billposting    30,000,000 

Outdoor-Electric  signs 25,000.000 

Demonstration  and  sampling  18,000,000 

Street  car  advertising   10.000,000 

House  organs   7,000.000 

Distributing     6,000,000 

Theatre  programs   5,000.000 

$616,000,000 

GEXERAL    COXSIDERATIOXS    FOR   AEE    WKITTEX   ADVERTISING 

1.  Is  the  English  clear  ? 

2.  Is  the  English  forceful  ?  Does  it  possess  ^'  pulling " 
power  ? 

3.  Is  the  advertisement  universal,  for  men,  for  children,  or 
for  women? 

4.  Does  it  possess  interest  for  the  specific  class  intended  ? 

5.  Are  the  principles  of  reason,  suggestion,  emotion  or  imag- 
ination adhered  to  ? 

6.  Is  the  general  effectiA^eness  more  constructive  than  de- 
structive ? 

7.  Does  the  advertisement  do  what  you  expect  from  a  selling 
point  of  view:  (a)  educate,  (h)  compete  with  others^  (c)  de- 
stroy negative  ideas  ? 

8.  Is  it  possible  to  key  the  advertisement  ? 

COMPOSITION  OF   INDIVIDUAL  ADVERTISEMENTS   WHENEVER   USED 

1.  Does  it  attract  attention  ? 

2.  Is  it  interesting? 

3.  Is  self-interest  aroused  ?  .  ' 
202 


QUESTIONS  TO  ASK  IN  MAGAZINE  ANALYSIS  203 

4.  Would  an  illustration  pay  ? 

5.  Is  it  concise  ? 

6.  Does  it  balance  ? 

7.  Is  it  individualistic? 

S.  Is  its  fusion  effect  good  ? 
9.  Is  its  focal  point  decisive  ? 

10.  Is  its  eye  movement  gripping  ? 

11.  Is  its  type  garb  appropriate  ? 

12.  Are  the  headlines  striking? 

13.  Is  the  shape  pleasing  ? 

14.  Are  the  mental  pictures  aroused  illuminating  ? 

15.  Is  the  border  appropriate  ? 

16.  Is  there  an  appropriate  regard  for  white  space  ? 

17.  Does  it  possess  intensity  ? 

18.  If  color,  is  there  harmony,  contrast  or  emphasis  ? 

GENERAL  PEATUEES  OF  MAGAZINE  ADVERTISING 

1.  Reaches  particular  groups  of  people  in  all  sections  of  the 
country. 

2.  People  read  magazines  more  leisurely,  as  a  result,  more 
attention  is  likely  to  be  paid  to  the  advertisements. 

3.  Magazine  goes  into  home,  is  placed  on  library  table,  where 
it  remains  to  be  read  over  a  long  period  of  time. 

4.  A  single  copy  is  often  read  by  several  persons. 

5.  Is  often  suitable  for  fine  cuts  and  the  use  of  colors. 

6.  A  yearly  subscription  guarantees  the  effectiveness  of  repe- 
tition in  advertising  your  product. 

7.  Types  of  magazines  regarding  issues:  (a)  Weekly,  (h) 
bi-monthly,  (c)  monthly,  (d)  quarterly,  etc. 

8.  Types  of  magazines  regarding  class  appeal:  (a)  general 
magazines,  (h)  trade  journals,  (c)  women's  publications,  (d) 
religious  papers,  (e)  agricultural  publications,  (/)  law,  (g) 
science,  (h)  society,  art,  music,  etc.,  (i)  educational,  (;)  political, 
(Jc)  technical,  (I)  financial,  (m)  travel,  etc. 

SPECIFIC    QUESTIONS   TO  ASK   IN   MAGAZINE   ANALYSIS 

1.  The  total  amount  of  advertising  which  a  particular  maga- 
zine carries. 


204  AN  ANALYSIS  OF  ADVERTISING  MEDIA 

2.  The  amount  of  your  class  of  advertising  cai^ied  by  the 
gazine. 

3.  The  recognized  standing  of  the  magazine. 

4.  The  price,  size,  shape  and  paper  of  the  specific  magazine. 

5.  The  editorial  policy  of  the  paper. 

6.  Is  the  paper  distributed  by  subscription  or  thru  news- 
stands ? 

7.  Is  the  circulation  of  the  paper  obtained  by  club  methods, 
free  distribution,  or  straight  subscription  ? 

8.  The  total  circulation  of  the  magazine  density. 

9.  The  purchasing  power  of  specific  magazine  readers. 

10.  An    analysis    of    subscribers    by    occupations,    financial 
standing,  culture,  etc. 

11.  The  size  of  the  advertisement  and  frequency  of  circu- 
lation most  advantageous  for  you  in  each  magazine. 

12.  x\re  you  advertising  your  article  at  the  right  season  and 
in  the  right  proportion  in  order  that  you  may  get  the  best  results  'i 

13.  An  analysis  of  circulation  should  include  facts  related 
to  states,  buying  centers,  groups  of  cities,  and  occupations. 

14.  Occupation  analysis    as  given   by   "  Collier's   [N'ational 
Weekly  "  includes : 

Financial  Classes:  bankers  and  brokers;  bank  officials  and 
cashiers ;  real  estate  and  insurance  brokers ;  insurance  and  trust 
officials ;  treasurers ;  safe  deposit  companies. 

Professional  Classes:  physicians,  surgeons,  and  oculists; 
lawyers;  dentists;  scientists;  professors;  teachers;  students; 
secretaries ;  architects ;  clergjTiien ;  artists  and  sculptors ;  mining 
engineers;  miscellaneous. 

Building  and  Allied  Trades :  including  builders,  contractors, 
dealers  in  lumber,  decorators,  dealers  in  building  materials. 

Government  Officials  and  the  Public  Service:  federal  and 
municipal  officials ;  public  service ;  consulates. 

Manufacturing  Pursuits :  including  officials  and  owners,  fore- 
men, expert  mechanics,  etc. 

Retail  Dealers :  for  example,  grocers,  butchers,  druggists  and. 
chemists. 

Office  workers  of  all  classes. 


NEWSPAPER  ADVERTISING 


205 


Salesmen  and  buyers. 

Hotels,  clubs,  restaurants,  reading  rooms,  and  public  insti- 
tutions. 

Transportation :  steamships  and  Pullman  cars ;  officials ;  loco 
motive  engineers,  despatcliers,  agents,  conductors,  etc. 

Householders,  housekeepers,  etc. 

Advertisers  and  advertising  agencies. 

^Newspapers  and  magazines. 

Miscellaneous. 

15.  Kind  of  plates,  closing  dates,  regulations,  etc.,  of  each 


ESTIMATED   VALUE    OF    PAGE   DIVISIOXS 

1.   The  following  estimate  of  page  values  has  been  made, 
disregarding  unusual  modifying  circumstances  : 


(2) 

(1) 

Least 

^rost 

Value 

Value 

(3) 


(1) 
Most  Value 


(2) 


(4) 
Least  Value 


(2) 

(1) 

Moat 
Value 

(4) 

Least 
Value 

(3) 

2.  It  has  been  estimated  that  the  vertical  half  pages  are  a 
fourth  more  valuable  than  the  horizontal  half  pages. 

3.  The  preferred  pages  are:  (a)  inside  and  outside  covers; 
(h)  pages  next  to  reading  matter;  (c)  page  next  to  index;  (d) 
the  first  page  after  the  reading. 

GEXEEAL  FEATURES  OF  XEWSPAPER  ADVERTISING 

1.  Eeaches  all  classes  intensively. 

2.  Permits  local  emphasis. 

3.  If  attention  is  gained,  will  reach  a  larger  percentage  of 
population  in  a  given  time  than  any  other  medium. 

FACTORS    TO    BE    COXSIDERED    IX    SPECIFIC    XEWSPAPER 
ADVERTISING 

1.  Eeputation  of  the  paper. 

2.  Ai3  exajnijiation  of  the  general  make-up  and  tone  of  the 
paper. 


206  AN  ANALYSIS  OF  ADVERTISING  MEDIA 

3.  Class  or  quality  of  subscribers  or  the  various  classes. 

4.  Attitude  of  paper  may  be:  (a)  religious;  (h)  political; 
(c)  sporting;  (d)  financial,  etc. 

5.  Discover  the  facts  of  its  circulation. 

6.  Xumber  of  editions  (citv  circulation)  : — 

Morning  papers:  Evening  papers: 

(a)    Bulldog    10.00  p.m.           (a)    Noon 10.30  A..M. 

(6)    State    1.00  a.m.            (6)    Postscript    12.00      M. 

(r)    Home    4.00  a.m.            (c)    Home    2.00  p.m. 

{d)   City    6.00  a.m.           (d)    Night  extra 3.30  p.m. 

(e)    Street 6,30  a.m.           (e)    Final    6.00  p.m. 

7.  General  analysis  of  advertisements  with  respect  to:  (a) 
class  of  advertisers  in  paper;  (h)  advertisements  next  to  yours; 
(c)  best  position  and  appropriate  size  of  advertisement. 

8.  Checking:  (a)  that  the  advertisement  appears  in  all  edi- 
tions; (h)  that  the  cost  of  the  advertisement  is  proportionate  to 
the  circulation;  (c)  that  you  have  full  value  in  space  purchase. 

OUTDOOE  ADVERTISIi!^G 

1.  Outdoor  advertising  consists  of:  (a)  painted  bulletins — 
the  advertisement  painted  on  boards  ;  (h)  dead  walls — advertise- 
ments painted  on  sides  of  building;  (c)  poster  advertising — - 
where  the  lithographic  poster  is  used. 

2.  Xational  advertisers  tend  to  favor  poster  advertising. 

3.  The  poster  is  prepared  in  sheets,  the  popular  sizes  being 
8,  16,  and  24  sheets. 

4.  The  average  life  of  sheet  posters  is  at  least  a  month. 

5.  Poster  space  costs  from  7  cents  to  20  cents  a  sheet  a 
month  according  to  the  service  rendered.  Service  rendered  con- 
sists in  and  is  modified  by :  A.  (1)  Location,  (2)  construction, 
( 3 )  size  of  town.  B.  The  price  is  subject  to  a  long  term  discount. 
C.  The  price  of  lithographic  posters  is  from  3  cents  to  5  cents 
a  sheet  according  to  the  art  work  and  number  of  colors. 

6.  Each  town  and  city  is  classified  and  given  a  rate  which 
includes  the  construction  of  the  advertisement  as  well  as  the 
service  given  to  the  advertisers. 

GENERAL  FEATURES 

1.  Outdoor  advertising  is  valuable  because  of  its  flexibility; 
that  is,  the  advertiser  can  restrict  his  advertising  to  a  city  block 


FACTORS  TO  BE  CAREFULLY  REGARDED  207 

in  order  to  reach  the  people  of  that  block,  or  he  can  bill  a  city  or 
a  state. 

2.  Outdoor  advertising  claims  that  there  is  no  waste  in  its 
circulation. 

3.  The  advertisement  is  ^^  alive  ''  all  the  time. 

4.  There  can  be  co-operation  between  the  selling  force  and 
the  simultaneous  appearance  of  posters. 

5.  A  poster  presents  the  possibility  of  reproducing  the  pack- 
age in  actual  color  and  shape.  The  public  is  thus  quickly 
familiarized. 

6.  Poster  advertising  thru  color  makes  possible  an  immediate 
appeal  to  the  emotions. 

7.  Bill  board  companies  tend  to  insist  upon  clean  advertising. 

8.  The  message  should  preferably  contain  one  idea. 

9.  Used  by  local  advertisers  of  all  classes. 

10.  Used  by  national  advertisers  desiring  to  localize  their 
trade. 

11.  Size  of  advertisement  often  tends  to  impress  article  on 
mind  of  reader. 

12.  Its  message  can  reach  thousands  every  day  if  placed 
properly. 

13.  It  reinforces  other  advertising  efforts. 

14.  A  local  advertisement  reaches  the  same  class  each  day. 

PKI^^CIPLES  INVOLVED  IN  COXSTKUCTION 

1.  Simplicity:  (a)  very  little  copy ;  (b)  symmetry — fusion; 
(c)  ease  of  comprehension;  (d)  intensive  message — preferably 
one  idea. 

2.  Attention  value — often  permits  of  life-size  figures. 

3.  Universality  of  message. 

4.  Intensive -regard  for  color. 

5.  Should  be  kept  fresh  in  its  message. 

FACTOKS  TO  BE  CAREFULLY  REGARDED 

1.  The  representatives  of  the  Poster  Advertising  Association 
place  the  advertisements. 

2.  Advertisement  should  be  properly  placed  in  relation  to 
your  particular  trade. 

3.  The  bill  board  should  be  kept  in  good  condition. 


208  AN  ANALYSIS  OF  ADVERTISING  MEDIA 

4.  The  cliecking  system  should  show  that  the  conditions  ol 
your  contract  have  been  met. 

5.  Surrounding  conditions  should  be  analysed. 

6.  A  railroad  bill  board  should  be  constructed  with  regard  to 
distance,  repetition  and  motion. 

7.  All  bill  boards  should  be  constructed  with  regard  to  angle 
of  vision. 

8.  Cut-out  bill  boards  are  often  effective. 

9.  The  color  of  a  given  advertisement  should  be  considered  in 
relation  to  its  environment. 

GEXERAL    FEATURES    OF   ELECTRIC    SIGN   ADVERTISING 

1.  Appeals  to  the  people  at  time  when  they  are  out  for 
pleasure,  hence  in  a  spending  mood. 

2.  Certain  articles  appeal  at  night  which  do  not  appeal  in  the 
day  time :  as  cigarettes,  theatres,  cafes. 

3.  People  often  see  electric  sign  advertisements  because  of 
their  uniqueness.  The  same  advertisement  loses  its  effectiveness 
in  day  time. 

4.  Can  be  used  advantageously  b}^  either  national  or  local 
advertisers. 

CONSTRUCTION  OF  SIGN 

1.  Size  of  type  and  figures :  («)  Depends  upon  distance  from 
crowd  and  its  place  among  other  electric  advertisements. 

2.  Color :  (a)  Excellent  opportunity  to  create  attention  value. 

3.  Motion;  (a)  Encourages  greater  attention  value  and  is 
more  realistic  and  fascinating. 

DISADVANTAGES 

1.  Cost  is  great,  due  to  fact  that  consumption  of  power  is 
at  peak  load. 

2.  If  placed  among  otlier  electric  signs  it  tends  to  lose  its 
effectiveness  unless  very  unique. 

3.  Cost  of  space  is  great,  unless  advertisement  is  placed  on 
own  property. 

4.  Unless  motion  flash-light  effects  are  properly  timed  for 
attention  effectiveness  is  lost. 


STREET  CAR  ADVERTISING 


209 


STREET  CAR  ADVERTISING 

The  advantages  of  street  car  advertising  claimed  by  those 
selling  space  are  as  follows : — 

Circulation:  (The  following  statistics  are  given.) 

1.  Passengers  a  car  a  dav,  GOO  to  800,  exclusive  of  free 
transfers. 

2.  dumber  of  cars  in  the  United  States,  approximately 
50,000. 

3.  Total  number  of  passengers  a  day,  30  to  40  millions. 

4.  Total  number  of  passengers  a  year,  10  to  12  billions. 

5.  Average  daily  passengers  of  street  cars  approximate  popu- 
lation where  run.  To  illustrate — Philadelphia's  population  is 
approximately  1,800,000;  average  daily  passengers  are  1,600,- 
000,  exclusive  of  free  transfers. 

6.  Growth  of  cities  from  1900  to  1910,  34.8  per  cent. ;  growth 
of  rural  communities  from  1900  to  1910;  11.2  per  cent.  It 
is  estimated  that  one-half  the  people  of  the  United  States  live  in 
cities.  This  means  that  street  car  advertising  covers  one-half 
the  total  population  of  the  United  States. 

7.  Can  be  used  to  advantage  either  by  national  or  strictly 
local  advertisers. 

8.  Psychology  of  street  car  advertising:  AATiile  at  leisure 
the  minds  of  the  passengers  are  in  a  receptive  mood  and  any 
advertising  which  attracts  and  holds  their  attention  tends  to 
impress  itself  on  the  mind. 

9.  Time  exposure:  The  average  time  each  passenger  spends 
on  the  street  car  is  from  15  to  30  minutes.  This  means  if  the 
passenger  is  at  all  interested  in  the  advertising,  there  is  plenty 
of  time  to  force  the  copy  on  his  mind,  making  a  much  deeper 
impression  than  that  caused  by  the  fleeting  impression  obtained 
from  bill  boards,  painted  walls  and  posters. 

10.  Repetition :  Street  cars  are  usually  used  by  the  same 
people  each  day,  by  others  once,  twice,  three  or  four  times  a 
week.  This  means  that  the  advertising  is  repeated  daily  in  the 
majority  of  cases,  and  this  repeated  daily  impression  causes 
probably  as  strong  a  repetition  effect  as  any  other  advertising 
medium. 


210  AN  ANALYSIS  OF  ADVERTISING  MEDIA 

11.  Color  possibilities:  Street  car  cards  allow  the  same  lati- 
tude in  color  effects  as  can  be  obtained  on  magazine  covers, 
bulletins  or  painted  walls.  They  enable  reproduction  of  product, 
also  contrast  of  colors.  The  color  possibilities  of  street  car  cards 
are  limited  only  by  the  ingenuity  of  the  artist,  and  the  cost  limit 
placed  by  the  advertiser  on  the  cards. 

12.  Flexibility:  Street  car  advertising  can  be  localized  to 
a  single  town,  and  can  even  be  limited  to  certain  lines,  especially 
in  large  cities.  To  illustrate:  in  Philadelphia  it  is  possible  to 
buy  space  in  the  elevated  and  subway  lines,  or  to  buy  space 
in  the  15th  Street  lines,  using  only  such  lines. 

In  l\ew  York  you  can  buy  Fifth  Avenue  space,  Broadway 
space,  or  subway  space. 

In  Chicago  you  can  buy  space  in  the  elevated  line  or  in  any 
particular  line.  This  is  also  true  of  all  other  large  cities,  which 
enables  the  advertiser  to  select  a  particular  district  which  he 
desires  to  cover. 

It  is  also  possible  to  buy  Y^,  %,  or  full  run.  This  means  you 
can  buy  space  in  every  fourth  car,  in  every  other  car,  or  in  all 
the  cars.    You  can  also  buy  space  in  any  one  single  city. 

This  flexibility  enables  the  advertiser  to  make  a  comparative 
test  between  different  kinds  of  advertising.  To  illustrate:  in 
Philadelphia  if  he  had  a  new  product  he  could  use  street  cars, 
and  in  Chicago,  posting,  then  note  difference  in  results  obtained. 
You  could  test  out  different  products  also.  If  you  wanted  to 
decide  which  style  of  color  would  be  the  most  popular,  adver- 
tise one  style  in  one  city  and  another  style  in  another  city.  This 
flexibility  can  be  used  on  other  j)roducts. 

13.  Card  protected:  Street  car  cards  are  always  protected 
against  weather  changes,  climate  and  destruction.  They  are 
beyond  the  reach  of  the  ordinary  passenger  so  that  they  cannot 
be  easily  mutilated  or  destroyed.  Xeither  can  they  be  affected 
by  the  rain  or  weather.  This  always  gives  them  a  neat,  at- 
tractive, inviting  appearance,  which  naturally  makes  a  better 
impression  upon  the  passenger. 

14.  Good  Company:  As  street  cars  are  a  public  utility,  and 
in  many  places  imder  the  control  of  public  service  coixmiissions. 


STREET  CAR  ADVERTISING  211 

or  city  authorities,  the  use  of  obscene  or  questionable  copy  is  not 
permitted.  The  general  public  would  not  permit  this,  nor  would 
the  public  service  commissions  or  the  city  authorities.  Further, 
the  revenue  derived  from  the  advertising  is  such  a  minor  part  of 
their  total  income  that  the  street  car  companies  themselves  would 
not  tolerate  any  copy  but  that  which  is  neat,  clean  and  above  criti- 
cism. This  position  is  confirmed  by  examination  of  the  cards 
in  the  cars,  and  also  by  the  high  class  of  firms  using  street 
car  space. 

15.  Cost — IIow  to  Buy:  The  total  number  of  street  cars  in 
the  United  States  is  approximately  50,000.  Advertising  priv- 
ileges of  95  per  cent,  of  these  cars  are  controlled  by  ^ve  com- 
panies. One  company  alone  controls  36,000  cars;  another  com- 
pany controls  the  cars  in  Philadelphia  ;  another  company  controls 
practically  all  the  Xew  England  cars ;  another  company  controls 
surface  and  suburban  street  cars  of  Xew  York  City,  while  a 
fifth  company  controls  Xew  York  and  Brooklyn  subway  and 
Brooklyn  surface  lines.  Becently  we  have  been  advised  that 
the  Brooklyn  Eapid  Transit  Company,  controlling  BrookljTi  cars, 
will  handle,  direct  with  the  advertiser,  their  own  advertising 
space,  not  selling  this  privilege  to  any  company. 

When  street  car  advertising  was  originally  used,  the  price  was 
about  20  cents  to  30  cents  per  car.  As  the  value  of  street  car 
advertising  became  better  known  and  the  method  of  sale  more 
standardized,  with  a  corresponding  efficiency  in  service,  the  price 
has  gradually  advanced  to  an  average  price  of  50  cents  a  month 
a  car.  Actual  prices  range  from  30  cents  to  $2.00  a  car  a 
month,  the  highest  price  being  the  surface  cars  of  the  Broadway 
line,  Xew  York  City.  The  price  of  street  car  advertising  is 
probably  as  standardized  as  that  of  any  other  medium,  although 
it  is  possible,  in  consideration  of  large  contracts,  or  special  sea- 
sons, to  obtain  concessions,  if  not  in  price,  at  least  in  the  way 
of  extra  service.  Parties  buying  should  investigate  this  on  their 
own  account  with  each  individual  company. 

16.  What  Class  of  People  the  Cars  Carry :  There  is,  perhaps, 
no  more  cosmopolitan  medium  than  the  street  car,  for  the  circula- 
tion differs  in  each  city  and  on  different  lines.    Some  lines  carry 


212  AN  ANALYSIS  OF  ADVERTISING  MEDIA 

a  larger  percentage  of  well-to-do  people,  others  carry  more 
servants  and  laborers,  while  other  lines  carry  farmers,  and 
still  others  are  patronized  almost  entirely  by  pleasure  seekers. 
Some  lines  carry  more  women  than  men.  All  of  these  factors 
should  be  considered  by  the  advertiser. 

17.  Places  Where  the  Cars  Run:  There  are  three  kinds  of 
street  car  ser\dce;  rural,  interurban  and  congested  districts. 
NTaturally  each  one  has  a  different  class  of  circulation. 

18.  ^o  Domination:  Ajiother  point  to  consider  is  that  there 
is  no  domination  in  street  car  advertising  possible.  You  can- 
not buy  a  whole  page  compared  with  your  rival's  three  inch  space. 

19.  Season:  This  affects  the  sale  of  many  products,  and 
street  car  companies  permit  making  contracts  for  a  period 
covering  the  seasons.  Tf  you  have  straw  hats,  you  can  make  a 
street  car  contract  for  the  three  summer  months.  The  same 
is  true  of  the  fall,  winter,  and  spring  months. 

20.  Arrangement:  The  particular  seating  and  lighting  ar- 
rangement modifies  the  attention  value. 

21.  Territory:  This  will  also  have  a  bearing  on  the  advis- 
ability of  using  street  cars. 

22.  Street  car  advertising  is  often  supplementary. 

23.  The  season  often  affects  the  number  of  peoj^le  riding. 

24.  The  angle  of  car  card  needs  consideration. 

25.  The  placing  of  street  car  cards  should  regard  psy- 
chologically:— (1)  law  of  association;  (2)  intensity;  (3)  rela- 
tivity. 

Objections  to  Advertising  in  Street  Cars:  Representatives 
of  other  mediums  often  point  out  the  disadvantages  of  street 
car  advertising,  among  which  are  the  following:  (1)  monotony 
of  cards,  being  same  size;  (2)being  above  the  eye  level  it  is 
unnatural  for  the  j^assenger  to  look  up,  requiring  a  special 
effort;  (3)  possibility  of  many  cars  standing  in  the  car-barn 
being  used  very  little  or  not  at  all;  (4)  small  size  of  cards  in 
comparison  to  painted  bulletins,  bill  boards,  etc.;  (5)  inability 
to  give  ^^  reason  why  "  copy  or  to  fully  explain  product. 

By  comparisons  and  tests  you  can  readily  realize  how  neces- 


WINDOW  DISPLAY  ADVERTISING  213 

sary  it  is  that  the  fact  of  whether  or  not  vou  should  use  street 
car  advertising  depends  altogether  upon  your  product.  The 
safe  way  is  to  start  small  and  test  out  the  proposition.  If  it 
proves  successful,  increase.  At  any  rate,  you  can  better  afford 
to  make  a  test  than  to  make  a  mistake. 

MAIL   ORDER  ADVERTISII^G 

1.  l^ature  of  Business : 

A.  General  mail  order  advertising  is  made  up  of  all  kinds 
of  business,  as  in  the  case  of  Sears,  Eoebuck  &  Co.  controlling 
the  factory  output  of  (a)  groceries,  (h)  hardware,  (c)  jewelry, 
(d)  farm  implements,  etc. 

B.  Special  mail  order  advertising,  which  consists  in  sell- 
ing a  single  article,  as  (a)  hosiery,  or  (b)  hats,  etc. 

2.  The  field  of  the  mail  order  business :  (a)  Places  remote 
from  purchasing  possibilities — as  rural  districts,  (h)  small  towns, 
(c)  cities,  (d)  selling  to  gToups. 

3.  The  advantages  of  the  mail  order  business  to  the  con- 
sumer: (a)  eliminates  the  middle  man,  (h)  sells  cheaper  than 
the  "  home  store." 

4.  One  primal  advantage  to  the  mail  order  business  is  its 
cash  basis. 

5.  The  method  of  distribution  is  (a)  parcels  post,  (h)  ex- 
press, (c)  freight. 

6.  A  well-conducted  advertising  campaign  considers:  (a) 
timely  mailing  of  literature,  (h)  record-keeping  and  follow-up 
system,  (c)  the  sales  correspondent — (1)  an  able  critic,  (2) 
diplomatic,  (d)  knowledge  of  competitors,  (e)  accurate  keying 
of  advertisements. 

T.  The  media:  (a)  farm  journals,  (h)  newspapers  (Sunday 
and  weekly  editions),  (c)  "new  feature"  catalogs,  (d)  mag'a- 
zines,  (e)  personal  letters,  (/)  form  letters. 

WINDOW  DISPLAY  ^U)VERTISIXG 

1.  One  of  the  chief  means  of  publicity  for  the  retail  mer- 
chant. 

2.  The  window  display  is  the  magnet  above  all  others  which 
draws  people  in  the  store. 


214  AN  ANALYSIS  OF  ADVERTISING  MEDIA 

3.  The  window  itself  and  the  mechanical  fixtures  for  decor- 
ating should  be  the  best  obtainable. 

4.  The  decorator  should  be  a  man  intelligent  in  the  analysis 
of  human  nature — keen  as  a  salesman  and  artistic  in  the  presen- 
tation of  goods. 

5.  An  itemized  account  should  be  kept  to  show  the  effect 
of  the  windows  on  business. 

6.  There  should  be  a  relationship  bet^veen  general  excellency 
of  the  windows  and  the  various  departments  of  the  store. 

7.  Display  should  not  be  too  unique,  lest  people  look  at  the 
display  and  forget  to  enter  the  store. 

8.  The  display  window  should  be  as  effective  in  getting 
results  as  the  written  advertisement. 

9.  A  good  system  is  an  all-important  factor  in  obtaining 
a  good  display  in  the  shortest  time. 

10.  Window  display  should  (a)  attract,  (h)  be  pleasing, 
artistic,  etc.,  (c)  appeal,  (d)  he  in  season,  (e)  educate  or  arouse 
self-interest. 

PROGRAMS 

1.  People  in  a  receptive  mood  for  such  articles  as  candy, 
wines,  cigars,  restaurants,  etc. 

2.  Large  percentage  of  theatre  audiences  is  made  up  of 
women.  Thus  fine  millinery,  dress  goods,  hats,  and  advertise- 
ments of  similar  character  are  well  received. 

3.  People  mostly  in  a  pleasure  mood,  hence  those  advertise- 
ments are  suggested  which  enter  into  the  spirit  of  the  play  or 
the  class  of  people  attending  a  particular  theatre. 

NOVELTY    AND    UNIQUE    ADVERTISING (CALENDARS^     BLOTTERS^ 

ETC.) 

1.  An  excellent  way  of  keeping  your  goods  in  the  mind  of 
the  owner. 

2.  Calendars  and  blotters  should  be  of  good  quality,  other- 
wise they  will  be  thrown  out. 

3.  Calendars  and  blotters  should  not  have  too  much  reading 
matter  as  people  do  not  like  to  have  their  walls  decorated  with 
advertisements. 


SAMPLING  215 

4.  The  method  of  giving  a  thing,  or  unique  advertising,  is 
often  as  imj^ortant  as  the  novelty  which  is  given. 

CIRCULAES^   BOOKLETS^   AND   LETTERS 

1.  The  reading  matter  should  be  interesting  as  well  as  in- 
structive. 

2.  The  lav-out  should  be  severely  criticised  in  relation  to 
type,  cuts  and  general  attractiveness. 

3.  A  booklet,  catalog  or  letter  which  has  been  sent  to  a  per- 
son who  has  sig-nified  that  he  is  interested  in  the  article  might 
profitably  differ  from  that  sent  to  one  who  has  not  so  signified. 

4.  The  size  of  envelope  as  well  as  grades  and  weight  of 
paper  should  be  studied  with  regard  to  postage,  shape,  color, 
and  the  cuts  to  be  used. 

5.  The  ''  dummy  "  sent  to  tlie  printer  should  contain  all 
the  ideas  of  its  composer. 

CATALOGS 

Two  classes:  {a)  Manufacturer's  catalog — harness,  wall- 
paper, etc.;  {h)  strictly  retail — gToceries,  dry  goods,  etc. 

1.  Should  have  a  hanger  so  that  people  will  hang  it  up 
and  refer  to  it  from  time  to  time. 

2.  Cover  should  be  of  good  substantial  material  and  a  good 
solid  color,  not  easily  soiled. 

3.  Interior  treatment  of  your  catalog  and  trade  conditions 
in  relation  to  same.  Your  own  manufactured  goods  should  be 
printed  on  better  paper  than  jobbers  use. 

4.  Selection  of  best  brands  should  be  emphasized  in  catalog 
rather  than  a  large  number. 

5.  Cuts  and  color  should  not  overly  emphasize  values. 
Should,  however,  portray  article  to  best  advantage. 

6.  In  strictly  retail  catalogs  a  few  pages  of  general  interest 
should  be  added — a  calendar,  as  well  as  a  few  pages  for  telephone 
numbers,   addresses,  etc. 

SAMPLIXG 

^  1.  Kew  things  are  generally  looked  at  with  skepticism,  and 
it  is  only  by  sampling  that  interest  can  be  turned  into  action. 
2.   Should  consider  amount  of  money  you  intend  to  spend 


216  AN  ANALYSIS  OF  ADVERTISING  MEDIA 

sampling,  and  then  see  what  advertising  space  you  could  pur- 
chase for  same  amount. 

3.  Should  be  a  true  representation  of  the  goods. 

4.  Goods  should  be  obtainable  in  that  district  thru  which 
samples  have  been  distributed. 

5.  For  firms  of  limited  capital  sampling  by  mail,  thru 
demonstrations,  or  dealers,  is  an  excellent  way  to  get  a  good 
footing. 

6.  As  such  firms  succeed,  however,  the  next  step  is  to  make 
this  sampling  more  effective  by  the  support  of  magazine,  news- 
paper or  street  car  advertising. 

TKADE    JOUKXALS 

1.  Used  mostly  by  firms  who  have  articles,  or  goods,  which 
they  wish  to  sell  to  finns  in  a  respective  trade,  and  of  such  a 
character  that  they  cannot  be  sold  to  the  public. 

2.  The  advertising  here  is  often  trite  and  monotonous  in 
effect.    Much  improvement  is  possible  in  this  field. 

3.  The  previous  interest  of  the  trade  is  often  depended  upon 
to  obtain  results. 

4.  Many  advertisements  consist  of  mere  amiouncements. 
This  is  a  desire  to  impress  the  trade  name. 

5.  Stricter  attention  should  be  given  in  tho  creation  of 
^^  human  interest  "  copy. 

PREMIUM   ADVEETISIXG 

1.  It  cuts  down  advertising  costs  as  conducted  by  individuals 
by  introducing  cooperative  methods. 

2.  It  gives  your  goods  the  added  attraction  of  premium  value. 

3.  It  appeals  to  the  '^  something  for  nothing  "  instinct. 

4.  Definite  results  from  this  form  of  advertising  can  be 
calculated. 

5.  You  have  your  own  sales  force  as  well  as  others  pushing 
your  particular  product. 

6.  In  many  cooperative  movements  only  the  most  reliable 
goods  are  in  the  enterprise.  Your  own  are  thus  emphasized  most 
favorably. 


CHAPTER  XV 
THE  ADVERTISING  AGENCY 

The  Place  of  the  Agency  in  Advertising.— Practically  every 
line  of  advertising  which  appears  in  the  national  publications 
IS  prepared  by,  and  placed  through,  an  agency.  The  same  is 
true  of  most  of  the  newspaper  advertising,  except  in  the  case  of 
that  of  retail  and  department  stores,  whose  publicity  is  usually 
more  or  less  an  announcement  of  bargains  or  special  sales,  and 
for  this  reason  can  be  more  conveniently  handled  by  the  ad- 
vertiser himself. 

The  great  national  advertisers,  however,  whose  annual  ap- 
propriations run  into  the  hundreds  of  thousands  of  dollars,  em- 
ploy agents.  The  National  Biscuit  Company,  the  several  large 
tobacco  companies,  the  automobile  manufacturers,  Victor  Talk- 
ing Machine— all  are  so-called  ''  agency  accounts.'' 

Services  of  an  Agency:  Planning^ Campdign.— The  service 
an  agency  renders  its  clients  may  be  enumerated  somewhat  as 
folli 


lows: 


The  laying  out  of  a  plan  of  campaign,  the  buying  of  space 
m  the  publications,  preparation  of  '^  copy,"  checking  the  in- 
sertions of  tlie  advertising,  bookkeeping  and  trade  help. 

When  an  agency  takes  on  a  new  "  account,"  particularly  in 
case  it  is  that  of  a  finn  which  has  never  advertised  before,  the 
planning  of  the  campaign  naturally  plays  a  most  important  part 
m  Its  future  success.  In  the  first  place,  the  men  of  its  staff, 
whom  the  agency  details  to  handle  the  ''  account,"  must  become 
thoroughly  familiar  with  the  product  to  be  advertised.  Then 
comes  the  question  of  how  shall  it  be  advertised  ?  The  case 
must  be  diagnosed  as  carefully  as  a  case  in  medicine,  the  facts 
as  thoroughly  gone  into  as  the  evidence  in  a  law  suit. 

Distribution  of  Product—Distribution  is  of  first  consider- 
ation m  the  mapping  out  of  an  advertising  campaign.  Many 
an  expensive  campaign  has  failed  to  give  satisfactorv  results 
because  of  lack  of  harmony  between  publicity  and  distribution. 
Suppose  the  product  to  be  advertised  is  a  soap  or  a  tobacco, 

217 


218  THE  ADVERTISING  AGENCY 

an  article  of  small  price  and  frequent  demand.  Manifestly,  if 
the  advertising  is  to  show  results,  the  article  must  be  easily 
obtainable  bv  the  prospective  purchaser.  The  retail  distribu- 
tion must  be  good. 

However,  the  agent  in  the  course  of  his  examination  into 
this  factor  learns  from  the  conference  with  the  sales  depart- 
ment that  the  soap  to  be  advertised  has  an  excellent  distribution 
in  the  East,  a  fair  one  in  the  South,  and  is  practically  unknown 
in  the  West.  The  reason  for  this  condition  must  be  ascertained. 
It  may  be  kno^\ai  to  the  advertiser's  sales  department  or,  on  the 
other  hand,  the  agent  may  find  it  necessary  to  make  his  own  in- 
vestigation by  sending  men  to  interview  the  retail  dealers  and  to 
find  out  from  them,  first  hand,  what  the  trade  conditions  are. 

Selection  of  Territory. — Once  the  factor  of  distribution  has 
been  analyzed,  the  attention  is  centered  on  the  methods  of  ad- 
vertising the  goods. 

First,  after  the  advertiser  has  indicated  approximately  the 
limits  of  the  advertising  budget,  the  problem  arises  as  to  where 
the  advertising  shall  be  placed.  Shall  the  advertising  be  con- 
centrated in  the  East,  where  the  distribution  is  good,  where  the 
prospective  purchaser  may  obtain  the  goods  with  the  least 
effort,  and  where  the  immediate  returns  will  be  proportionately 
greater?  Or  shall  the  appropriation  be  scattered  to  cover  the 
South  and  West  as  well,  with  a  view  toward  building  up  a 
demand  in  those  sections  that  will  make  dealers  eager  to  carry 
the  line.  The  adoption  of  the  latter  plan  necessitates  the  ad- 
justment between  distribution  and  demand.  Forcing  distribu- 
tion by  first  building  demand  is  an  expensive  process,  as  much 
of  the  advertising  must  be  sacrificed  in  creating  a  demand  for 
an  article  w^hich  is  not  to  be  had  at  local  stores.  It  is  much  more 
satisfactory  first  to  obtain  distribution  and  then  to  advertise.  So 
it  is  that  the  agent  may  recommend  that  an  effort  be  made  to  ^'  line 
up  "  the  dealers  in  the  South  and  West  by  a  promise  to  move 
the  goods  quickly  by  aggressive  national  advertising,  backed  up 
by  newspaper  publicity  in  the  dealers'  local  papers. 

Choice  of  Advertising  Media. — Second,  having  reached  a 
decision  as  to  what  territory  is  to  be  covered,  the  means  of  ac- 


CHOICE  OF  ADVERTISING  MEDIA  219 

complishing  this  end  has  to  be  determined.    The  division  of  the 
budget  among  the  various  advertising  media  such  as  magazines 
newspapers,  circulars  and  booklets  and  bill-boards  must  be  de^ 
cided  upon,   and  as  incidental  thereto,   a  selection  has  to  be 
niade  of  the  most  effective  mediums  of  any  particular  class. 
Everv  ag-eucy  has  "  rate  men  "  or  "  space  buyers  "  whose  func- 
tion it  IS  to  solve  these  questions.     These  men  are  interviewed 
constantly  by  the  representatives  of  various  publications  from 
whom  tliey  gMier  the  specific  and  detailed  data  requisite  for 
their  work.    By  means  of  index  cards  they  have  at  their  fino-er- 
ends,  the  circulation,  the  rates,  and  the  class  of  readers  reached 
by  each  publication.     This  classification  is  carried,   in  many 
cases,  down  to  such  a  fine  point  that  the  "  rate  man  "  can  tell 
not  only  the  size  of  a  given  publication's  subscription  list   but 
ite  character  as  well;  as  for  example,  the  number  of  lawyers 
physicians,  business  men,  automobile  owners  or  what  not  "who 
may  be  reached  through  the  columns  of  some  stated  publication. 

On  the  basis  of  the  information  supplied  by  the  "  rate  man  " 
the  list  of  media  to  be  used  is  compiled.  If  the  product  under 
consideration  is  hosierj-,  for  example,  an  article  which  appeals  to 
men  and  women  alike,  general  magazines  such  as  The  Saturday 
Evenmg  Post,  Cosmopolitan,  McClure's,  etc.,  are  selected. 
Articles  such  as  corsets  are  best  marketed  through  women's  pub- 
lications Ike  The  Ladies'  Home  Journal,  Vogue,  Vanity  Fair 
etc.  (the  latter  two  especially,  if  the  article  be  an  expensive  one 
likely  to  appeal  to  a  moneyed  class  of  buyers).  Articles  of 
food  are  most  generally  advertised  in  Good  Househeepinq  The 
Ladies   Home  Journal,  etc. 

Circulation  aside,  the  value  of  a  given  newspaper  may  be 
determmed,  according  as  to  whether  it  is  a  "home  paper" 
sportmg-^paper  "or  "  class  paper."  As  a  typical  instance  in 
Philadelphia  the  dailies  may  be  roughly  classified  as  follows: 
_  The  Evening  Bulleiin.-The  largest  circulation.  An  even- 
ing paper  that  is  carried  into  the  home.  A  good  medium  for 
reaching  men  and  women  alike.  A  paper  which  justifies  its 
slogan  of  «In  Philadelphia  nearly  everybody  reads  the  Bui- 


220  THE  ADVERTISING  AGENCY 

letin."    An  advertiser  who  contemplates  the  use  of  a  single  paper 
would  invariably  choose  The  Bulletin. 

'  The  Public  Ledger. — A  '^  class  paper."  A  good  medium  for 
any  high-priced  articles^  such  as  fine  jeweliy,  expensive  auto- 
mobileSj  etc. 

The  Inquirer,  Record  and  North  A7nerican  are  given  in 
the  order  of  their  respective  circulations.  A  morning  paper  is 
a  good  depailment  and  retail  store  medium,  and  articles  ad- 
vertised in  these  papers  get  the  attention  of  shoppers  before 
they  begin  their  shopping.  Articles  of  food  and  "  women's 
goods  "  are  profitably  exploited  in  morning  papers,  but  men, 
as  a  rule,  glance  through  a  morning  paper  hurriedly. 

The  late  Evening  Times  was  reputed  to  have  the  best  sport- 
ing page  in  the  city,  and  was  therefore  a  good  medium  for  a 
jDurely  masculine  appeal. 

The  foregoing  are  given  as  examples  of  the  data  on  which 
the  "  rate-man ''  bases  his  selection  of  media.  It  may  be 
said,  however,  that  it  is  not  always  an  easy  matter  to  draw  a 
sharp  distinction  as  to  which  articles  appeal  strictly  to  men  and 
which  to  women.  Quite  frequently,  the  purchaser  and  consumer 
are  two  distinct  persons.  It  is  said  that  considerably  more  than 
50  per  cent,  of  the  men's  underwear  is  purchased  by  women ;  and 
contrariwise,  men  are  the  largest  buyers,  but  not  consumers,  of 
expensive  candies.  Women  have  the  most  influence  in  the 
purchase  of  expensive  automobiles,  while  men  buy  the  cheaper 
grades  of  cars. 

Intensive  versus  Extensive  Campaign. — Third,  then,  the 
query  is  raised  as  to  whether  the  campaign  shall  be  intensive 
or  extensive.  That  is,  whether  the  advertising  shall  be  placed 
in,  say,  half  a  dozen  national  mediums  and  one  paper  in  each  im- 
portant city,  or  whether  the  space  per  insertion  and  the  number 
of  insertions  per  medium  shall  be  reduced  and  a  larger  number 
of  publications  be  employed.  And  in  answering  this  the  '^  rate- 
man  "  is  confronted  with  getting  the  maximum  number  of  pos- 
sible customers  with  the  minimum  of  ^^  duplicate  circulation." 

Campaign  Plan  Approved  by  Advertiser. — With  these  prob- 
lems threshed  out,  the  agency  is  prepared  to  submit  its  plan  to 


ESSENTIALS  CONSIDERED  IN  PREPARATION  OF  COPY  221 

the  advertiser.  This  plan  contains  a  schedule  of  the  publications, 
the  number  and  dates  of  insertions  and  their  cost.  It  may  also 
give  tlie  result  of  tlie  agency's  investigations  and  the  conclu- 
sions to  be  drawn  therefrom,  together  with  a  complete  outline  of 
the  i^roposed  plan  of  procedure  as  regards  copy  appeal  and  follow- 
up  work.  The  plan  may  be  an  elaborate  affair  of  500  pages  or 
it  may  be  a  few  typewritten  sheets.  Its  length  is  no  indication  of 
its  value. 

The  j^lan  is  the  blue  j^rint  of  the  edifice  of  publicity  which  the 
advertiser  and  the  agency,  working  together,  will  erect.  Whether 
the  building  will  be  a  credit  to  its  creators  depends  on  the  sound- 
ness of  the  plan  and  the  faithful  adherence  thereto.  A  campaign 
undertaken  without  a  carefully  laid  plan  and  without  a  very 
definite  goal  in  sight,  can  hardly  be  expected  to  produce  satis- 
factory results  any  more  than  a  house  begun  without  a  plan  can 
be  expected  to  be  either  an  ornamental  or  a  comfortable  residence 
when  completed. 

Together,  the  agent  and  the  advertiser  go  carefully  over  the 
plan,  searching  for  flaws  and  opportunities  for  improvement, 
correcting  and  revising,  until  the  plan  is  finally  approved  by  the 
advertiser. 

Essentials  Considered  in  Preparation  of  Copy. — The  agent's 
next  step  is  the  actual  preparation  of  the  copy.  This  work  is  in 
the  hands  of  "  copy  men  "  or  "  idea  men."  While  copy  is 
the  most  important  part  of  agency  service,  the  methods  and  prin- 
ciples involved  in  its  production  having  been  elaborated  else- 
where in  this  vohmie,  it  needs  no  lengthy  discussion  here.  But 
there  are  certain  fundamentals  which  must  be  borne  in  mind.  The 
man  who  is  to  have  charge  of  the  preparation  of  the  copy  must 
go  into  the  manufacturer's  plant  and  thoroughly  familiarize  him- 
self with  not  only  the  product,  but  with  all  the  conditions  sur- 
rounding its  manufacture  and  sale.  If  the  copy  is  to  be  ^'  newsy  " 
and  interesting,  the  ^'id^a  man"  must  be  in  constant  touch  and  in 
a  confidential  relationship  with  the  advertiser's  sales  department. 
Copy  and  selling  methods  must  parallel  each  other;  and  if  the 
agency  is  giving  the  production  sort  of  service,  its  "  idea  men  " 
will  be  constantly  evolving  plans  to  assist  the  sales  department  in 


222  THE  ADVERTISING  AGENCY 

its  work.  Lastly^  all  copy  is  submitted  to  the  advertiser  for  his 
approval  and  is  then  sent  out  to  the  various  publications,  in 
which  it  is  to  appear. 

Modes  of  Contracting  for  Space. — The  agencv  has  in  most 
cases  already  sent  out  its  orders  for  space  to  the  publications, 
together  with  a  schedule  of  tlie  insertions  to  be  made.  We  may 
say  here  that,  as  a  general  rule,  all  space  contracted  for  is  cancel- 
lable at  will  at  any  time  before  the  publication's  fonns  close, 
the  only  exception  being  in  the  case  of  cover  pages  and  other 
'^  preferred  positions  "  which  are  sold  at  a  higher  rate  than 
ordinary  space,  and  must  be  bought  outright.  However,  ^^  pre- 
ferred space  "  being  in  gTeat  demand,  can  usually  be  disposed  of 
to  other  advertisers.  There  are  cases  also,  where  an  advertiser, 
who  cancels  j^art  of  his  contract  for  ordinary  space  before  its 
expiration,  is  called  upon  to  pay  a  higher  rate  for  tlie  space  he 
has  already  used.  This  is  known  technically  as  ^^  paying  short 
rates,"  and  it  is  the  agent's  duty  to  call  the  advertiser's  attention 
to  any  space  contracts  carrying  a  '^  short  rate  "  clause. 

Cost  of  Agency  Services. — Upon  the  appearance  of  the  pub- 
lication, the  business  department  of  the  agency  checks  up  the  in- 
sertions, settles  with  the  publisher  and  renders  a  bill  to  the  ad- 
vertiser for  the  total  cost  of  advertising  done  during  the  month, 
including  space-cost  and  the  sundry  expenses  incidental  to  the 
production  of  copy,  such  as  drawings,  cuts,  etc.  For  all  the 
service  an  agency  renders,  the  advertiser  pays  nothing.  His  ad- 
vertising would  cost  him  the  same  if  he  prepared  his  own  copy 
and  placed  his  own  advertising  direct  with  the  publication. 
The  advertiser  hires  the  agent  but  the  publication  pays  his  fee. 
This  fee  is  in  the  form  of  a  commission — usually  15  per  cent,  on 
the  gross  expense — which  the  agent  deducts  when  settling  with 
the  publications.  Some  newspapers,  however,  allow  no  agent's 
commission  on  the  business  of  sirrictly  local  advertisers,  and  there 
are  a  great  many  trade  publications  also  which  pay  no  commis- 
sions.    In  such  cases  the  agent  charges  the  client  a  service-fee. 

Value  of  Agency  to  Publisher. — The  agent  renders  the  pub- 
lisher a  very  real  service.  For  instance,  the  agent  is  directly 
responsible  for  his  client's  advei-tising  bills  and,  to  preserve  his 


VALUE  OF  AGENCY  TO  PUBLISHER  223 

standing  as  an  agent,  he  must  make  prompt  monthly  settlements 
with  the  publisher.  Moreover,  the  publisher,  by  dealing  with  an 
agent  rather  than  with  a  score  of  advertisers,  vastly  simplifies 
his  bookkeeping  and  detail  work.  Also,  it  would  be  impos- 
sible for  each  publisher  to  solicit  business  directly  from  the  thou- 
sands of  individual  advertisers,  but  he  can  solicit  their  business 
through  their  respective  agents.  A  progTessive  agent,  constantly 
on  the  lookout  for  new  business,  must  create  that  new  business : 
he  must  induce  non-advertisers  to  become  advertisers.  Xow,  a 
publication  which  could  only  hope  to  get  a  part  of  the  advertiser's 
business  could  not  afford  to  pay  high  priced  solicitors  to  spend 
valuable  time  in  the  creation  of  new  '^  accounts."  The  agent 
who  will  handle  the  entire  business  can  afford  this  expense. 

Good  service  rendered  by  an  agent  to  an  advertiser  makes  a 
small  advertising  aj^propriation  gTow  into  a  large  one,  to  the 
benefit  of  advertiser,  agent  and  publisher  alike. 

For  the  reasons  listed  above,  publishers  prefer  to  do  business 
with  agents  rather  than  with  advertisers  direct.  Consequently, 
where  a  new  advertiser  offers  his  business  to  a  publisher  he  is 
almost  invariably  recommended  to  place  it  through  an  agency. 
In  the  days  before  agencies  were  as  numerous  and  efficient  as  they 
are  at  present,  many  publications  maintained  service  departments 
which  prepared  copy  free  of  charge  for  their  advertisers,  and 
some  of  these  service  departments  are  still  extant.  But  the 
most  efficient  service  dej^artment  cannot  hope  to  compete  with  a 
good  agency  in  the  matter  of  service  rendered,  because  it  cannot 
afford  either  the  salaries  an  agency  pays,  or  the  time  and 
attention  an  agency  gives  to  its  accounts.  Furthermore,  the  copy 
prepared  by  the  service  department  of  one  publication  would 
differ  entirely  from  that  prepared  by  the  service  department  of 
another.  A  campaign  made  up  of  the  efforts  of  half  a  dozen  such 
organizations  would  be  a  patch-work  affair  totally  lacking  in 
continuity  and  definiteness  of  appeal.  And,  on  account  of  these 
last-named  qualities,  which  every  successful  campaign  must  pos- 
sess to  some  degree,  practically  every  national  account  is  handled 
through  an  agency. 


224  THE  ADVERTISING  AGENCY 

The  Individual  Advertising  Department. — Large  advertisers 
often  have  a  high  salaried  advertising  manager  to  shape  their  ad- 
vertising policies.  Sometimes  they  maintain  a  large  advertising 
dejDartment  for  the  preparation  and  distribution  of  their  booklets 
and  circulars,  and  in  some  few  cases  this  department  prepares 
even  the  newsj^a^^er  and  magazine  publicity,  though  the  actual 
details  of  placing  is  done  through  an  agency.  On  the  other  hand, 
it  is  safe  to  say  that  the  greater  proportion  of  the  big  advertisers 
usually  j^refer  agency  "  copy,"  because  of  the  broader  outlook 
of  the  agent  made  possible  by  his  intimate  knowledge  of  advertis- 
ing and  merchandising  in  so  many  and  varied  phases.  Of  course, 
the  small  advertiser  who  cannot  afford  to  maintain  an  expensive 
advertising  department,  gladly  avails  himself  of  the  service  of  his 
agent  in  prei^aring  not  only  his  advertising  copy  but  his  booklets 
and  follow-up  material  as  well. 

Importance  of  Selecting  Responsible  Agents. — The  selec- 
tion of  an  agent  is  a  matter  that  should  have  the  advertiser's  most 
careful  attention.  As  the  question  of  price  does  not  enter,  the 
selection  must  be  based  on  a  consideration  of  service  alone,  al- 
though agents  differ  as  to  what  legitimately  may  be  considered 
to  fall  within  the  scope  of  agency  service.  Some  regard  their 
duty  as  ending  with  the  preparation  and  placing  of  the  magazine 
and  newspaper  copy;  others  consider  that  an  agent  should  be- 
come as  nearly  as  possible  the  client's  advertising  department  and 
assume  responsibility  for  the  work  that  properly  belongs  to  such 
a  department,  except  as  concerns  actual  clerical  work,  such  as 
the  kee23ing  of  a  follow-up  system,  attending  to  the  sending  out  of 
advertising  mail  matter  and  the  like. 

^Tiile  each  agency  has  its  own  individual  method  of  handling 
its  accounts,  every  agency  may  be  said  to  departmentize  its  work 
somewhat  as  follows: — the  promotion  or  soliciting  department, 
having  charge  of  the  creation  of  business  for  the  agency;  the 
planning  and  copy  department,  the  duties  of  which  have  already 
been  stated;  the  art  department,  whose  sole  function  is  the  se- 
curing of  art  work ;  and  the  business  department,  which  attends 
to  the  clerical  detail,  accounting  and  checking  entailed  in  the 
handling  of  the  agency's  business. 


VALUE  OF  AGENCY  EXPERIENCE  225 

Value  of  Agency  Experience. — For  a  man  who  contem- 
plates advertising  as  a  career  there  is  no  better  field  for  harvest- 
ing varied  and  useful  experience  than  in  an  agency.  And 
whether  he  expects  to  continue  in  the  agency  field  or  qualify  for 
the  position  of  advertising  manager  of  some  manufacturing  com- 
pany he  will  get  a  better,  broader  training  in  an  agency  than  he 
could  in  any  other  way.  Agency  work,  like  advertising  work  of 
any  kind,  is  not  a  sinecure  of  slioi*t  hours,  easy  work  and  large 
salaries.  Xo  businees  and  few  professions  call  for  more  exacting 
and  careful  thought,  more  sincere  and  painstaking  effort.  I^atu- 
rally,  in  advertising  there  are  big  men  and  little,  successes  and 
failures,  but  in  its  very  newness,  advertising  has  the  one  supreme 
advantage  over  the  older  professions.  Hoyle,  has,  so  far,  failed 
to  codify  the  rules.  Few  authoritative  works  have  been  written 
on  the  subject.  In  the  advertising  agency,  advertising  histor)^  is 
daily  in  the  making  and  there  are  opportunities  for  men  who  are 
big  enough  to  make  it.  There  is  plenty  of  oi^portunity  still  for 
research  and  exploration. 

In  the  every  day  surroundings  of  hundreds  of  agency  ^^  copy" 
rooms,  men  are  toiling  to  put  '^  human  interest  "  into  the  ordinary 
affairs  of  every  day  life,  to  write  ^^  The  Romance  of  Baked 
Beans  ''  or  ''  The  Epic  of  a  Toilet  Soap." 

To  them  some  advertiser  is  intrusting  perhaps  $5000,  the 
cost  of  one  back  cover  with  a  circulation  of  nearly  two  million 
a  week.  The  same  piece  of  copy  will  appear  in  perhaps  a  score 
of  other  publications,  so  that  we  may  raise  the  figure  to  $50,000 
to  be  expended  on  putting  before  the  ]3ublic  a  single  piece  of  copy. 
The  advertiser  has  set  the  copy  men  this  task  to  perform. 
Bring  before  your  mind's  eye  that  vast  audience  who  comprise 
the  readers  of  this  magazine.  Some  are  men  and  women  of  the 
highest  education  and  culture.  Most  of  them  are  of  that  intelli- 
gent, comfortable,  safe  and  sane  multitude  we  call  the  ^^  common 
people."  Throw  on  the  screen  a  picture  and  tell  that  audience 
in,  say,  a  hundred  words,  or  even  less,  the  story  of  a  specific  prod- 
uct. Weave  a  romance,  set  down  a  history,  conjure  up  a  vision 
of  delight,  give  a  heart-to-heart  common  sense  talk.  Do  what 
you  will,  but  bear  in  mind  you  are  expected  to  get  results. 
15 


226  THE  ADVERTISING  AGENCY 

QUESTIONS 

1.  What  economic  service  does  an  advertising  agency  perform  for   (a)   the 

advertiser;    (6)  the  publisher? 

2.  Into   what   departments   may   agency   work   be   divided?      What   is   the 

function  of  each  department? 

3.  Describe   the   work    preliminary   to    the   appearance    of    an    advertising 

campaign, 

4.  Give  briefly  the  points  to  be  considered  in  the  selection  of  advertising 

"  media." 

5.  What    sort    of    advertising    space    is    usually     (a)     "cancellable";     (&) 

"  non-cancellable"  ?  (c)  What  is  a  "  short  rate"  ? 

6.  How  is  an  advertising  agency  paid  for  its  services? 

7.  What  class  of  advertising  media  is  best  adapted  to  the  advertising  of 

different  articles  or  propositions,  such  as:  {a)>  men's  underwear;  (&) 
articles  of  food;  (c)  department  store  advertisements;  {d)  sporting 
goods? 

8.  Define  intensive  and  extensive  advertising. 

\  COLLATERAL  READINGS 

Advertising  as  a  Business  Force,  Paul  Cherixgton,  Chapter  xv. 


CHAPTER  XVI 

CREATING  A  VOGUE  BY  MEANS  OF  ADVERTISING 

(a  keview  of  all  the  physical  factors  involved  in  ad- 

vertisixg) 

Definition  of  the  Term  Vogue. — While  the  immediate  func- 
tioning factors  of  advertising  are  essentially  educational  in 
nature,  the  desired  culmination  of  their  operative  processes  is  for 
the  purpose  of  creating  what  we  might  term  a  vogue  for  a  partic- 
ular article  or  proposition.  By  vogue  we  mean  a  favorable  atti- 
tude of  mind  on  the  part  of  a  desirable  group  or  groups  toward 
a  particular  article  or  proposition.  To  put  the  processes  of  the 
creation  of  a  vogue  in  another  way,  advertising,  first  thrust  out 
into  the  realm  of  human  sensitiveness,  attempts:  first,  to  attract 
attention;  and  second,  to  establish  a  feeling  on  the  part  of  in- 
dividuals that  this  particular  article  has  a  place  in  life.  When 
a  sufficiently  large  group  of  individuals  has  acquiesced  to  the 
appeal  of  the  advertiser  in  a  feeling  that  the  article's  or  proposi- 
tion's raisoji  d'etre  is  worthy,  and  the  seller  likewise  feels  that 
enough  of  the  salable  has  a  recognized  value,  then  the  vogiie  has 
been  established.  Thus,  wdth  respect  to  the  history  of  any 
proposition,  there  seem  to  be  two  distinctly  developing  move- 
ments :  one,  which  involves  the  creation  of  a  vogaie ;  the  other, 
the  maintenance  of  a  vogue.  A  recognition  of  this  division  of 
an  article  in  its  career  from  an  unrecognized  existence  to  that  of 
popular  continued  acceptance  involves  three  specific  appeals: 
first,  to  become  known ;  second,  to  be  recognized  as  a  vogue ;  and 
third,  to  maintain  itself  in  a  progressive  realm. 

Steps  Necessary  to  Its  Creation  and  Maintenance. — The 
creation  of  a  vogue  for  a  new  article  or  a  proposition  involves  two 
steps :  first,  to  gain  the  attention  of  the  public  and  simultaneously 
to  arouse  the  feeling  that  a  worthy  new  thing  has  appeared; 
second,  to  make  a  sufficiently  large  number  of  people  feel  that 

227 


228      CREATING  A  VOGUE  BY  MEANS  OF  ADVERTISING 

this  new  thing  is  worth  possessing.  After  the  creation  of  the 
vogiie  for  a  particular  article  or  a  proposition,  we  again  find  ad- 
vertising compelled  to  regard  certain  stages  which  have  de- 
veloped :  first,  the  necessity  of  keeping  the  vogue  prevalent ;  and 
second,  to  keep  your  particular  article  salable  in  competition  with 
others. 

In  giving  a  definition  of  creative  advertising,  the  idea  of  com- 
petition was  apparently  excluded,  for  tlie  subject  was  then  being 
considered  from  the  progressive  standpoint.  But  progress  often- 
times involves  the  breaking  up  of  the  old.  It  may  be  said,  then, 
that  in  so  far  as  the  new,  thru  advertising,  becomes  a  vogue  at 
the  expense  of  some  older  article  or  proposition,  competitive  ad- 
vertising, and  even  salesmanship,  is  involved.  Thus  we  are 
compelled  to  say  that  it  is  the  advertising  of  the  new  which 
involves  the  creation  of  a  vogTie.  A  vogue  usually  implies  that 
which  is  recognized  as  serviceable  to  mankind  in  a  progressive 
sense,  and,  as  such,  is  pure  advertising;  but,  insofar  as  this 
advertising  involves  the  displacement  of  another  article  or  propo- 
sition, competition  has  entered. 

Gaining  Attention. — Let  us  analyse  the  four  steps  to  be  con- 
sidered in  the  creation  and  maintenance  of  a  vogue  thru  the  force 
of  advertising.  It  is  human  nature  not  to  accept  a  new  propo- 
sition immediately.  That  which  is  absolutely  new  first  impresses 
one  curiously  and  even  suspiciously;  with  a  tendency  to  reject, 
rather  than  to  accept.  Therefore  that  article  or  ^proposition 
which  is  thrust  wpon  the  market,  new  in  its  experience  for  man- 
kind, is  likely  to  be  looked  upon  somewhat  apart  from  the  every 
day  happenings  of  people.  However,  as  the  article  persists  in  its 
hold  upon  the  attention  of  people,  and  the  appeal  is  such  as  to 
relate  itself  intimately  with  the  lives  of  large  groups,  curiosity 
will  tend  to  wane  and  all  other  factors  being  equalized,  desire 
and  use  will  be  encouraged. 

The  question  of  attention  thus  becomes  the  very  first  step  in 
the  consideration  of  the  thrusting  of  a  new  article  or  proposition 
into  the  market.  The  advertiser  of  the  past,  in  his  attempt  to 
gain  attention,  has  developed  the  bill  board,  electric  light,  maga- 
zine, newspaper,  etc.    He  has  considered  the  question  of  attention 


AROUSING  INTEREST  229 

as  the  first  important  factor.  Isow  when  attention  in  advertising 
is  analysed,  it  reveals  two  factors :  first,  form ;  second,  thought. 
Accordingly  as  advertising  is  dependent  upon  sight  for  recogni- 
tion, attention  tends  to  relate  itself  to  form.  Attention,  thru 
sight,  has  thus  developed  that  kind  of  form  which  adheres  to  the 
laws  governing  eye  movement ;  or  that  which  tends  to  shock  or  to 
encourage  the  eye's  sensitiveness  for  pleasurable  motion.  Thus 
the  mere  form  of  an  object  becomes  of  importance.  That  which 
is  pleasing  is  rather  to  be  encouraged,  and  we  find  the  advertiser 
constantly  arranging  and  re-adjusting  that  which  is  to  gTeet  the 
sight,  in  shapes,  which  will  force  the  mechanical  movements  of 
the  eye.  Lines,  groups,  proportion,  color,  harmony,  balance, 
and  contrast  blend  with  each  other  for  complete  attention,  which 
attention  may  be  either  conscious  or  unconscious, — the  kind  of  ex- 
perience which  separates  the  casual  reader  from  all  the  rest  of  the 
world  in  his  contemplation  of  a  specific  thing  in  its  unitary 
presentation.  Bearing  in  mind  that  the  creation  of  a  vogue  is  the 
main  object  of  advertising,  it  necessarily  follows  that  the  mechani- 
cal make-up  of  any  advertisement  should  preferably  become  a 
secondary  experience  in  the  consciousness  of  the  reader,  if  at 
all,  but,  as  such,  should  lead  inevitably  into  thought  regarding 
the  article  or  proposition.  Thus,  such  forms  of  advertising  as 
detract  from  the  possibility  of  favorable  thought  processes  in  a 
vogTie  creation  imply  a  v/aste  of  energy  or,  at  least,  misdirected 
energy.  Insofar,  however,  as  form  which  is  new,  conforms  to 
universal  law,  and  form  is  thus  recognized  because  of  its  new- 
ness rather  than  its  shock  to  human  sensitiveness,  then  it  is  to  be 
encouraged,  for  with  the  passing  of  time  and  constant  repetition, 
this  newer  pleasing  form  is  destined  to  convey  its  advertising 
thought  in  the  creation  of  the  vogue.  Taking  all  other  things 
into  consideration,  we  might  say,  then,  that  those  advertisers 
who  adhere  uniquely  to  the  laws  which  govern  pleasing  eye 
movement,  are  destined  in  tlie  long  run  to  a  more  favorable 
recognition- 

Arousing  Interest. — But  gaining  mechanical  attention  is 
only  the  first  step.  The  second  factor  involved  is  that  of  arousing 
interest  on  the  part  of  the  reader  or  observ^er.     The  pleasurable 


230      CREATING  A  VOGUE  BY  MEANS  OF  ADVERTISING 

feeling  of  meclianical  arrangement  should  pass  into  conscious 
attention  regarding  the  article  or  proposition.  But  if  the  feel- 
ing either  of  pleasure  or  of  truth  is  suggested,  the  advertisement 
is  most  efficiently  functioning  in  the  creation  of  desire.  If 
aroused  in  a  large  enough  group,  desire  passes  into  a  vogTie.  To 
create  a  vogue  for  an  article  is  not  always  easy,  for  there  are  often 
involved  a  great  many  negative  ideas  on  the  part  of  the  class 
ahout  to  be  reached.  And  how  to  overcome  tliese  notions  and  at 
the  same  time  to  construct  a  new  idea,  such  that  the  double  func- 
tioning results  in  a  desire  to  change  the  method  of  living,  is  one 
of  the  serious  problems  of  advertising.  Often  there  seems  a 
state  of  consciousness  on  the  part  of  a  given  group  of  people  where 
acceptance  of  the  usefulness  or  the  beauty  of  a  thing  is  recognized, 
but  with  apparent  stagnation  as  far  as  human  effort  to  realize 
the  benefit  is  concerned.  It  is  at  this  point  that  mental  effort 
in  the  form  of  exposition,  argumentation  or  persuasion  is  likely 
to  prove  most  effective.  We  might  thus  liken  the  advent  of  a  new 
article  on  tlie  market  to  a  play  consisting  of  scenery,  action  and 
climax.  In  the  creation  of  a  vogTie,  the  prospective  consumer 
must  not  be  too  seriously  considering  the  scener\^,  nor  must  he  too 
seriously  become  infatuated  with  any  one  of  the  acting  factors ; 
but  he  must  be  led  on  from  scenery  into  action  to  the  climax, 
which  is  the  serious  consideration  of  the  article  or  proposition 
as  a  vogue  in  his  life's  experience. 

The  Illustration. — One  of  the  most  important  factors  in  the 
creation  of  advertisements,  at  the  present  time,  involving 
the  sight,  is  that  of  the  illustration.  While  the  illustration 
in  part  serv^es  to  please  our  desire  for  mechanical  eye  adjust- 
ment, tlie  climax  of  such  movement  is  mental  in  nature.  An 
advertisement,  without  an  illustration,  where  the  typography 
has  adhered  to  all  the  laws  of  unique,  mechanical  construction, 
undoubtedly  2:)leases  many  gToups  of  people  and  is  effective.  But 
there  are  many  other  groups  whoso  sensitiveness  is  caught  in  the 
appreciation  of  an  illustration  in  connection  with  the  text  rather 
than  thru  print  alone.  An  advertisement  containing  both  illus- 
tration and  text,  then,  has  the  combination  of  elements,  which 
create  a  complex  situation  and  the  question  becomes: — What 


SUGGESTION  AND  ASSOCIATION  OF  IDEAS  231 

trS.'^i'   -lationslnp   beUveen   the   text   and   the  illus- 
i  tent  o.  advertisement  employs  a  focal  point  for 

attention  and  eye  movement,  such  that  the  entire  advertisement 
IS  comprehended ;  for  example,  an  electric  light  sign  sfn^rr  to 

lo,r/"       "  \  "'^  ";' ■^■'  ''^^•°'^'^"-"  *'-  I^-  II-  Cl^ariot  Eace 
should  be  so  constructed  in  its  focal  point  and  light  flashing  move 

S  the  tL?t"r"'  T\  "^  ''"""^'  --ultaneous  comprehension 
the  t^  V  ''"^  '■'''°'''-  ^^^''■'^  wondennent,  however,  is  not 
the  state  of  consciousness  desired,  unless  an  extended  ca^pai^ 
contemplates  wonderment  as  one  of  the  stages  of  proXs  f^ 
thmb„g.  And  it  seems  that  the  ideal  advertising  campail 
nnght  consider  mere  wonderment  at  a  specific  time  a^s  a^ 
uponiraTrT'''  'V'^'-r^'  -ondenncnt  could  be  seized 

toward  the     ?  r"  ""^  "".^'^*  *'^"'  ^'^  '^<^'»-«-*<^'I  i"to  attention 
toward  the  article  or  i^oposition  in  the  creation  of  a  voo^.e 

Suggestion  and  Association  of  Ideas.-As  suggested,  one  of 

the  important  considerations  of  advertising  is  that  of  the  houo-ht 

process  invoh-ed.     The  form  of  an  advertisement  having  f^ced 

us  f  om  the  focal  point  thm  eye  movement  into  thought    the 

question  for  every  advertiser  becomes:  What  kind  of  tlouohts 

s'sulrd",  ™  "'•'"  ''  ^''^^^  "'^  -^-^    The  illustXn 
as  suggested  above,  contains  imiumerable  opportunities  for  con- 
tinued suggestion.     If  the  associations  aroused  by  an  illnstra^^ 
are  such  as  to  perpetuate  favorable  thought  in  connection  with 
the  article  or  proposition  on  the  part  of  a  continually  larger 
group  of  mdividuals,  the  advertisement  might  be  said  to  be^in 
the  vogu^creating  period.    If,  on  the  other  hand,  negative  ideas 
are  being  aroused  and  continue  to  persist  in  the  mind  of  a  con 
tinually  larger  group,  the  possibility  of  that  article  or  propo- 
sition as  a  vogiie  is  being  diminished.    An  examination  of  several 
hundred  advertisements  containing  both  illustration  and -text 
reveals  the  production  of  tliree  specific  types  of  advertisements 
trom  a  mechanical  arrangement  standpoint,  each  of  which  has 
an  immediate  control  upon  the  thought  of  the  advertisement 
For  instance  those  advertisements  which  have  an  eve  movement 
so  arranged  that  some  distinct  object  is  made  the  center  of  attrac- 
tion, or  whose  perspective  is  so  arranged  that  the  mind  is  taien 


232      CREATING  A  VOGUE  BY  MEANS  OF  ADVERTISING 

into  a  contemplation  of  ideas  apart  from  the  article,  these  are 
often  such  as  to  make  the  individual  forget  that  he  is  reading  an 
advertisement  and  cause  him  to  contemplate  life  imaginatively. 
On  the  other  hand,  those  advertisements  whose  eve  movement  is 
such  as  immediately  to  fall  upon  that  which  seems  to  come  out  of 
the  advertisement  and  toward  the  reader,  likewise  induce  an  im- 
mediate play  of  the  imagination  but  in  a  manner  which  seems 
to  insist  upon  contemplation  of  the  goods  displayed.  The  third 
type  of  advertisement  seems  to  be  purely  descriptive  in  nature, 
or  a  reproduction  which  impresses  one  with  the  mere  appearance 
of  a  thing  in  connection  with  other  things,  such  that  the  idea  of 
commonj^laceness  is  suggested.  In  this  latter  class  of  advertise- 
ments we  have  a  feeling  of  familiarity  with  respect  to  what  is 
presented  and  are  inclined  merely  to  go  into  detail  regarding 
a  further  knowledge  of  the  specific  object.  Imagination  does  not 
seem  to  be  aroused.  Exposition  seems  to  be  the  attitude  of  mind 
toward  this  descriptive  presentation  of  an  article  or  proposition. 
For  lack  of  a  better  name  we  might  classify  these  three  ideas  as : 
first,  the  illustration  perspective ;  second,"  the  illustration  pro- 
jective; and  third,  the  illustration  descriptive.  While  adver- 
tisements show  these  three  distinct  classifications,  there  are  in- 
numerable advertisements  which  show  a  combination  of  these 
three  types  working  enough  for  us  to  say,  that  certain  adver- 
tisements seem  to  be  a  cross  between  any  of  the  two  designated. 
Various  Methods  of  Making  an  Appeal. — Psychology  de- 
fines the  perception  of  an  object  as  involving  two  factors:  first, 
stimulus,  and  second,  apperception.  So,  in  advertising  w^e  might 
say  that  when  a  large  group  of  individuals  has  perceived  ad- 
vertising such  that  the  stimulus  has  tended  to  associate  itself  with 
their  past  experience,  that  is,  apperception,  recognition  has  at 
least  been  obtained.  If  this  recognition  is  of  such  a  nature  that 
the  past  is  associated  in  a  manner  which  tends  to  prove  useful  to 
a  large  group,  then  vogue  for  that  article  or  proposition  is  being 
established.  If,  on  the  other  hand,  the  stimulus  arouses  the  past 
of  an  individual  such  that  he  tends  to  reject  the  proposition  or 
article,  then  the  possibility  of  creating  a  vogue  has  been  dimin- 
ished.    Relegating  the  idea  of  form  to  the  stimulus  field,  let  us 


APPEAL  VARIES  WITH  THE  CLASS  BEING  REACHED    233 

contemplate  the  mental  factors  involved  in  creating  mind  states 
which,  either  favorably  or  unfavorably,  aifect  the  minds  or  the 
prospective  group  or  groups.  A  discussion  of  mental  attention,  as 
contrasted  with  mechanical  attention,  relates  itself  to  one  of 
three  phases  of  thought  in  connection  with  the  advertising  of  an 
article  or  proposition,  the  appeal  of  which  is  either  in  the  form 
of  text  or  an  illustration.  The  advertiser  in  analyzing  possible 
phases  of  appeal  must  ask  three  questions :  Shall  I  appeal  to  the 
environment  of  my  article  or  proposition  ?  Shall  I  appeal  to  the 
mere  usefulness  or  sendceableness  of  my  article  or  proi)Osition  i 
Shall  I  appeal  to  the  emotional  elements  of  my  proposition  or 
article  ? 

Appeal  Varies  with  the  Class  Being  Reached. — The  adver- 
tiser can  determine,  from  his  study  of  human  nature,  the  ten- 
dency of  a  given  class  to  appreciate  one  phase  more  than  the 
other,  and  from  this  knowledge  his  appeal  should  be  modified  ac- 
cordingly. For  instance,  automobile  advertising  in  the  past  has 
illustrated  completely  these  three  phases.  We  have  seen  the  auto- 
mobile sweeping  at  high  speed  about  some  climbing  mountain 
path  overlooking  beautiful  valleys  and  tumbling  waterfalls.  The 
environment  into  which  an  autoist  could  thrust  himself  thus  to 
conquer  time  and  space — this  was  the  appeal.  The  desire  for  the 
possession  of  a  machine  was  aroused.  Emphasis  is  placed  on 
the  objective  in  life.  Secondly,  we  have  read  appeals  which 
dwelt  upon  the  serviceableness  of  a  machine.  We  have  been 
told  that  it  was  a  time-saver  and  an  expense  reducer.  Emphasis 
is  placed  on  utility.  The  third  appeal  is  merely  the  emotional 
idea,  where  the  pleasures  that  result  are  suggested.  Emphasis 
is  placed  on  human  feelings.  Continued  advertising,  however, 
would  insist  that  the  entire  story  of  an  article  or  proposition 
result  in  a  coinciding  of  emotion,  utility  and  environment. 
Therefore,  that  advertising  which  seizes  upon  the  human  mind 
enough  to  feel  out  the  thoughts  for  progress  is  destined  to  recog- 
nition as  a  vogue.  Having  once  determined  the  particular 
phase  of  an  article's  development  from  any  one  of  these  stand- 
points, or  all  three,  the  advertiser,  apart  from  thoroughly  under- 
standing the  mechanical  factors  that  enter  into  an  exposition  of 


234      CREATING  A  VOGUE  BY  MEANS  OF  ADVERTISING 

his  article  or  proposition,  must  regard  the  human  factors  in 
order  "  to  get  his  article  or  proposition  over/'  as  it  is  termed  in 
advertising  phraseology.  The  advertiser  must  connect  his 
article  or  proposition  with  the  vast  mass  or  group,  and  when  h.3 
properly  understands  the  mind  of  this  mass  in  its  adherence  to 
universal  principles  of  mind,  action,  custom,  tradition,  prece- 
dent, and  habit,  he  is  paving  the  way  for  the  creation  of  his 
vogue.  With  some  people  an  appeal  to  the  senses  is  necessary ; 
to  others  an  instinctive  appeal  proves  effective ;  to  others  an  ad- 
herence to  habit,  custom,  precedent  and  tradition  becomes  over- 
powering ;  to  certain  other  groups,  imagination,  suggestion,  per- 
suasion and  reason  appeal ;  and  whatever  the  class,  there  will  be 
found  a  certain  combination  of  complex  circumstances  which 
makes  that  article  or  proposition  different  in  its  appeal  from  all 
other  articles  or  propositions. 

Interrelation  of  Illustration  and  Text. — Again,  the  illustra- 
tion and,  likewise,  imagination  aroused  thru  text,  play  a  most 
important  part  in  creating  a  vogiie.      That  illustration  which 
appeals  to  our  various  instincts  is  likely  to  meet  with  immediate 
response.     Instinct  implies  a  complex  mental  reaction  in  the 
presence  of  stimulus.     Whatever  advertisement  suggests  instinct 
favorably  has  an  attention  value  more  complex  and  hence  more 
effective — especially  if  the  article  is  immediately  associated — 
than  that  advertisement  which  contains  a  mere  announcement 
regardless   of   the   individual's   personality.      Instincts,   which 
under  their  broadest  classifications  involve  the  spiritual,  ma- 
terial   and    social    tendencies    of    life,    have    their    principles 
of  action  and  reactions,  to  which  the  advertiser  must  conform. 
The  spiritual  tendencies  of  people  must  be  analyzed  with  respect 
to  that  kind  of  a  stimulus  w^hich  will  get  a  response  in  terms  of 
creeds  and  moral  inclinations.     An  advertising  campaign  which 
tends  to  trespass  upon  the  inherited  and  acquired  expressions  of 
this  nature  is  destined  to  such  expressions  on  the  part  of  people 
as  will  discourage  the  vogue  of  a  particular  proposition  or  article. 
For  instance,  the  one  who  attempts  to  advertise  so  simple  and 
necessary  a  product  as  bread  in  tenns  of  ill  health  in  a  Christian 
Science  paper  will  meet  with  peculiar  opposition.    On  the  other 


UTILIZATION  OF  SOCIAL  SENSE  235 

hand^  the  advertiser  of  a  new  article  or  jDroposition  who  places 
liis  advertisement  in  certain  church  papers,  is  destined  to  a 
favorable  recognition  of  superiority  simply  due  to  the  fact  that 
it  is  in  a  religious  paper.  To  offend  the  moral  ideas  or  beliefs 
of  different  groups  of  people  is  to  invite  failure  in  the  creation 
of  a  vogTie. 

Discrimination  Between  Tastes  of  Different  Groups. — 
Again,  in  an  appeal  to  the  social  inclination  of  people,  in  so  far 
as  they  wish  companionship  and  self-esteem  in  the  eyes  of  their 
fellow-beings,  it  becomes  necessary  to  discriminate  carefully  the 
likes  and  dislikes  of  particular  groups.  And  the  advertising 
realm,  in  connection  with  the  articles  or  propositions  which  are 
estimated  most  highly,  seems  to  relate  itself  to  the  idea  of  social 
prestige.  Advertising  seems  to  recognize  different  groups  of 
people,  each  acting  under  prescribed  standards.  Moreover  the 
creation  of  desire  on  the  part  of  innumerable  individuals  who 
are  not  in  those  groups,  but  who  might  become  of  them,  thru 
imitation,  is  often  suggested. 

Utilization  of  Social  Sense. — The  advertiser  has  been  quick 
to  recognize  the  social  sense  in  its  various  appeals.  He  moreover 
tends  almost  unconsciously  to  analyze  the  various  groups  with 
respect  to  the  social  appeal.  For  instance,  an  examination  of  a 
large  number  of  advertisements  shows  two  fundamental  ideas 
prevailing  in  the  display  of  various  kinds  of  goods,  where  people 
are  involved  in  their  presentation.  The  idea  of  seiwiceableness 
is  differentiated  from  an  idea  of  the  social  expression  of  one's  self. 
In  adv^ertising  a  floor  mop  which  is  being  manipulated  by  a  girl, 
the  tendency  is  not  to  give  to  this  individual  extreme  beauty 
above  her  position,  but  rather  to  suggest  the  type  of  woman  with 
long  features  and  angular  appearance,  which  suggests  the  ef- 
ficiency idea.  On  the  other  hand,  when  an  automobile  most 
elaborate  in  equipment  is  to  be  presented,  the  opposite  ts^pe  is 
employed  to  carry  out  the  social  concept  or  type  of  individual 
most  appropriate  for  the  setting.  Many  of  these  advertisements 
indicate  the  round-faced,  plump  individual  to  hold  the  ob- 
server's gaze.  The  same  might  be  said  in  connection  with  the 
advertising  done  by  the  International  Correspondence  School. 


236      CREATING  A  VOGUE  BY  MEANS  OF  ADVERTISING 

Efficiency  is  the  motif  of  their  present  advertising  and  the  vari- 
ous creations  that  are  presented  in  their  ilkistrations  always 
suggest  the  type  of  man  which  has  the  possibility  of  over- 
coming obstacles  and  sunnounting  difficulties,  if  only  the  right 
attitude  of  mind  is  assumed.  He  is  never  the  tj-pe  of  man  which 
we  would  associate  with  a  purely  social  environment. 

The  Value  of  Suggesting  Moods. — It  is  interesting  to  note 
at  this  particular  stage  of  advertising  development,  the  tendency 
of  the  so-called  Cubist  movement  and  Post-Impressionism  to 
enter  the  field.  The  mood  of  particular  classes  of  people  in 
their  appreciation  of  goods  is  hinted  at,  along  with  the  form  in 
which  the  thought  is  presented.  Thus  a  suggestion  of  moods,  in 
connection  with  our  ideal  self,  becomes  quite  as  important  as  an 
appeal  to  the  illustration  of  realism  which  is  given.  Inter- 
pretation of  those  articles  or  propositions  which'-involve  the  social 
tendency  of  mankind  seems  to  be  by  far  the  most  important  where 
the  idea  of  style  is  involved.  St^de  means  a  constant  change. 
Thus  clothing  becomes  valueless  accordingly  as  it  remains  upon 
the  seller's  shelves  from  season  to  season.  While  there  is  a 
tendency  for  all  things  to  become  standardized,  yet  humanity 
seems  to  have  an  instinctive  tendency  to  w^ant  that  which  has 
a  variation  or  that  which  is  individual  in  nature  and  which  dif- 
ferentiates one  thing  from  another.  Things  bom  into  experience 
thru  the  element  of  style  often  create  a  vogTie  quite  transitor\^  in 
effectiveness.  When  the  statement  "  they  say  "  in  connection 
wdth  a  new  article  or  proposition  has  made  itself  felt  that  partic- 
ular article  or  proposition  has  acquired  the  vogue  experience. 
Word  of  mouth  statements  based  on  the  tendency  of  human 
nature  to  insist  upon  authority,  in  connection  with  what  is  proper 
and  not  proper,  are  involved  in  making  or  undoing  a  vogTie. 

The  Use  of  the  Material-Self  Instincts. — The  instincts 
which  are  classified  under  tlie  material  self  suggest  oftener  the 
possibility  to  construct  at  the  expense  of  other  things.  For  in- 
stance, the  lowest  instincts,  as  fear,  hoarding,  and  self-preserva- 
tion, are  involved.  Dishonesty,  competition,  and  chance  as 
acquired  characteristics  suggest  themselves  as  operative  mind 
tendencies  in  tlie  presence  of  a  new  stimulus.     We  now  wish  the 


RELATION  OF  THE  BUSINESS  MAN  TO  A  VOGUE        237 

material  to  become  a  part  of  our  life's  processes.  It  is  our  de- 
sire to  make  "  things  "  subservient  to  our  human  experience, 
and  whatever  is  forced  into  our  environment  which  tends  to  com- 
pel a  severing  of  the  past  and  a  going  to  that  which  is  uncertain, 
or  which  seems  impracticable,  or  which  involves  uncertainty  in 
the  process  of  action, — these  tend  to  iidiibit  rather  than  to  encour- 
age the  creation  of  a  vogiie.  Although  material  progress  is  to  be 
obtained  bv  the  regulation  of  movement  in  connection  with 
manufacturing  processes,  yet  rechanging  and  causing  the  cre- 
ation of  new  habits  tend  to  suggest  rejection  on  the  part  of  whole 
groups  of  people.  In  the  same  way,  the  introduction  of  the 
w^ashing  machine,  when  presented  for  the  first  time,  suggests  un- 
certainty on  the  part  of  people  readily  to  adjust  themselves  to  a 
newer  material  experience  and  a  negative  idea  with  respect  to  the 
creation  of  it  as  a  vogiie.  It  takes  powerful  argiimentation  and 
persuasion  to  rearrange  the  material  relations  of  life  involving 
readjustment  of  things,  where  we  pass  from  one  kind  of  habit 
experience  into  a  new  one  or  where  entirely  different  factors  are 
involved.  Many  people  today  often  hesitate  to  use  the  tele- 
phone ;  others  dislike  very  much  the  introduction  of  a  bath-room 
into  their  home.  Thus,  simply  because  a  thing  seems  useful,  it 
is  no  reason  why  it  must  win  out.  Other  forces  must  assist  in 
the  creation  of  this  particular  thing  as  a  vogue.  The  individual 
or  group  must  be  brought  to  realize  the  significance  of  the  saving 
of  energy  in  the  utilization  of  these  greater  articles  or  proposi- 
tions in  connection  with  their  material  welfare. 

Relation  of  the  Business  Man  to  a  Vogue. — In  the  creation 
of  a  vogTie  the  business  man  is  often  prone  to  look  suspic^'ously 
upon  the  efforts  of  the  advertiser.  To  the  former,  each  advertise- 
ment means  specific  returns.  If  an  advertisement  does  not  bring 
immediate  results,  it  is  counted  as  a  failure.  If  a  given  concern, 
whose  advertising  has  extended  over  seven  years,  estimates  the 
advertisement  of  the  present  month  as  the  one  which  brings 
letters  in  answer,  apart  from  all  the  previous  camj^aign,  it  has 
judged  wrongly.  Creating  a  vogaie,  implying  an  educational 
process,  is  the  setting  loose  of  forces  over  a  long  period  of 
time,  the  result  of  which  cannot  be  estimated  in  a  single  ad- 


238      CREATING  A  VOGUE  BY  ME.IXS  OF  AD\^RTISING 

v^ertisement.  It  is  the  cumulative  effect  of  all  advertisements. 
It  has  often  been  said  that  Simnj  Jim  was  a  failure  as  a  food 
advertisement.  On  the  other  hand,  it  is  maintained  that  of  all 
characters  thrust  into  the  economic  realm  to  proclaim  the  quali- 
ties of  breakfast  food,  Sunny  Jim  did  best  of  all;  but  it  is 
interesting  to  note  that  Sunny  Jim  breakfast  food  advertising 
was  the  first  extensive  campaigTi  ever  conducted  in  favor  of  this 
newer  breakfast  food.  Knowing  that  that  which  is  new  is  not 
accepted  immediately,  no  matter  what  the  merit,  Sunny  Jim 
could  not  expect  in  a  national  way,  in  so  short  a  time,  to  reap  th^ 
harv^est  for  his  economic  friends.  But,  with  his  smiling  counte- 
nance and  heart  of  good  cheer,  he  smiled  into  the  lives  of  thou- 
sands of  people  a  desire  for,  the  taste  of  a  new  breakfast  food, 
and  it  is  rather  difficult  to  prove  that  all  other  breakfast  foods  do 
not  owe  a  part  of  their  popularity  to  the  fact  that  Sunny  Jim 
first  introduced  them  into  the  possibility  of  a  newer  food.  I 
believe  Sunny  Jim  to  have  advertised  all  breakfa,st  foods.  His 
universality  of  character  could  not  do  otherwise  and,  although 
he  did  not  develop  the  Force  Company  as  they  had  wished  within 
the  time  designated,  yet  his  infiuence  still  lives  on. 

The  Vision  of  the  Advertiser. — The  above  analysis  has  con- 
sidered the  spirit  of  advertising,  apart  from  economic  laws 
which  tend  to  modify  action.  Limitations  of  money,  human 
prejudices  and  ignorance,  selfishness  and  fear  combined  with 
an  inefficient,  stubborn  humanity  constantly  modify  the  vision 
of  an  optimistic  advertiser.  Upon  paper  within  his  narrow 
office,  the  results  seem  certain ;  but,  with  a  multitude  of  forces 
operating  unforeseen,  and  even  impossible  of  vision,  the  results 
are  always  different.  But,  if  progTess  is  made  at  all,  the  adverti- 
ser must  have  a  scientific  hope  beyond  the  -immediate  present 
conditions ;  and,  in  attempting  to  create  a  vogue,  he  must  con- 
stantly suggest  confidence  in  himself  and  in  the  principles  which 
he  is  obseiwing.  Undoubtedly,  waste  of  effort  in  the  creation  of 
wrong  cuts;  too  much  advertising  space;  too  little  attention  to 
detail ;  a  non-recogiiition  of  the  right  advertising  media  in  con- 
nection with  expense ;  a  failure  to  engage  the  right  kind  of  in- 
dividual in  carrying  out  ideas ;  a  failure  to  recognize  the  com- 


MAINTENANCE  OF  A  VOGUE  239 

petitive  force;  a  rejection  of  completest  knowledge  possible; — 
all  these  enter  into  the  life  of  the  average  advertising  man,  such 
that  a  needless  expenditure  of  money  is  made.  For  this  we  are 
to  be  condemned.  In  so  far,  however,  as  w©  are  studying  the 
minimum  amount  of  effort  to  be  put  forth  with  a  given  expen- 
diture of  money,  scientifically  analysed  to  procure  the  maximum 
return,  we  are  encouraged.  And  the  advertiser,  because  of  the 
faith  element  in  his  work,  surrounded  by  the  practical  executive, 
ever  feels  a  force  compelling  him  to  keep  within  the  bounds  of 
reason  and  to  bring  himself  under  constant  subjection  to 
economic  laws. 

Salesmanship  is  the  Basis  of  the  Maintenance  of  a  Vogue. — 
But,  after  the  vogTie  has  been  created  which  involves  the  idea 
of  advertising,  salesmanship  combines  with  advertising  to  create 
another  specific  field  in  the  carrying  out  of  a  selling  problem  in 
connection  with  the  growth  of  any  establishment.  The  adverti- 
ser is  then  compelled  to  modify  his  form  of  appeal.  He  must  not 
only  attempt  to  win  the  non-vogiie  class  into  the  user  class,  but  he 
must  be  able  to  compete  with  those  firms  selling  the  same  article. 
The  struggle  now  becomes  one  where  the  personal  element  enters, 
and  where  each  competitor  attempts  to  proclaim  the  superior 
advantages  of  his  article  or  proposition  over  others.  Advertise- 
ments at  this  stage  of  development  then  beg-in  to  take  a  foiTa 
which  involves  the  principles  of  both  advertising  and  salesman- 
ship. To  continue  the  vogue  means  sustaining  the  business ;  to 
increase  the  vogaie  is  likely  to  mean  gTowth  and  profit.  And  the 
latter  factor  is  what  determines  the  ultimate  success  of  an  ad- 
vertiser. 

QUESTIONS 

1.  What  is  the  main  object  of  advertising? 

2.  Thru  what  two  processes  must  advertising  pass  in  successfully  creating 

a  vogue? 

3.  Name  the  three  specific  appeals  every  unrecognized  article,  or  propo- 

sition, must  make  before   it  is  popularly   countenanced. 

4.  After  a  vogue  has  been   created  what  are  the  necessary  stages  to  be 

regarded  by  the  efficient  advertiser? 

5.  Can  a  vogue  be  created  and  still  fail  to  impress  people  with  the  worth 

of  the  new  article  ? 

6.  \Miat  are  the  four  steps  to  be  considered  in  the  creation  and  mainten- 

ance of  a  vogue  thru  the  force  of  advertising? 

7.  Can  advertising  the  old  create  a  vogue? 


240      CREATING  A  VOGUE  BY  MEANS  OF  ADVERTISING 

8.  When  does  pure  advertising  equal  a  vogue?     Contrast  this  with  the  new 

becoming  a  vogue  at  the  expense  of  the  old? 

9.  Wliat  should  be  the  relationship   between   pleasing  mechanical  atten- 

tion and  consciousness  regarding  the  article,  or  proposition,  itself? 

10.  When  does  desire  pass  into  a  vogue? 

11.  Can  the  stage  of  mere  wonderment  ever  be  justified  in  an  ideal  adver- 

tising campaign  ? 

12.  When   may   we   consider   an  advertisement  to  be   in   a  vogue-creating 

period? 

13.  Discuss  what  is  meant  by  the  illustration  perspective,  the  illustration 

projective    and   the   illustration   descriptive. 

14.  Perception  involves  what  two  factors?     Relate  these  to  advertising. 

15.  What   three   questions    must   the   advertiser    ask   himself    in    analysing 

possible  phases  of  appeal?     ^Mention  a  specific  instance  wherein  these 
three  phases  have  been  illustrated. 

16.  Mention  several  universal  principles  that  the  advertiser  must  adhere 

to  in  creating  a  vogue. 

17.  What  new  movements  are  entering  the  advertising  field  thru  a   sug- 

gestion  to   moods? 

18.  Does  style  mean  a  constant  change?     Discuss. 

19.  Mention   several  economic   limitations   that  tend  to  modify  action  in 

advertising. 

20.  Briefly  discuss  all  possible  advertising  wastes  you  recall. 

21.  Although  Sunny  Jim  was  considered  a  financial  failure  by  the  Force 

Company  can  you  see  wherein  this  character  aided  advertising  in  a 
certain  field? 

PROBLEMS 

1.  Compare    creative   advertising,    from    the    progressive    standpoint,    with 

competitive  advertising  and  salesmanship.  How  do  you  associate  the 
following  quotation  with  the  above:  "  The  new  becomes  a  vogue  at  the 
expense  of  the  old,  sometimes  "  ? 

2.  Justify  the  standpoint  of  those  advertisers  who  adhere  to  the  form  of 

an  advertisement,  sometimes  to  the  point  of  sacrificing  the  thought 
content. 

3.  You  are  advertising  a  certain  article  to  a  class  of  people  who  consciously 

accept  the  usefulness  and  beauty  of  your  commodity.  Still,  there  is  no 
effort  to  derive  personal  benefit  manifested  thru  purchase.  How 
would  you  proceed  to  stimulate  their  desire  for  possession? 

4.  After  seven  years  of  extensive  advertising  a  certain  mail  order  house 

discontinued  business.  Their  advertising  report  showed  a  profit  of 
$30,000  credited  to  the  last  month's  business.  Analyse  this  method 
of  presenting  advertising  gains  and  justify  or  discredit  this  system. 

5.  Although   we   distinguish    between   pure   advertising   and    salesmanship, 

discuss  their  relationship  after  the  vogue  has  been  created. 


CHAPTER  XVII 
DISPLAY  IN  ADVERTISING 

(a  review  of  the  prixciples  involved  in  all  forms  of  ad- 
vertising) 

Elements  of  Effective  Display. — While  the  end  of  advertis- 
ing from  the  producer's  point  of  view  is  that  of  creating  a  vogue, 
from  the  advertiser's  viewpoint,  the  means  by  which  this  vogTie 
is  created,  becomes  equally  important.  In  the  consideration  of 
any  j)roposition  the  advertiser  finds  himself  involved  in  a  double 
process : — one,  where  his  attention  is  concentrated  on  the  means 
by  which  his  message  is  to  be  "  gotten  over,''  the  other,  upon 
the  exact  thought  he  wishes  the  public  to  get.  The  word  most 
suitable  to  express  the  means  of  gaining  attention  in  the  creation 
of  a  vogue  is  that  known  as  ^*^  display."  Anything  which  is  done 
to  catch  the  attention  outside  of  the  regular  or  conventional 
manner,  such  tliat  the  form  of  the  thing  itself  tends  to  emphasize 
the  thought  presented,  is  to  be  classified  as  display  of  advertis- 
ing.  An  effective  display  represents  a  certain  quality  or  com- 
bination of  objective  factors  which  need  to  be  analysed  in  rela- 
tion to  attention.  To  gain  attention  as  an  initial  step  in  the 
process  of  advertising  involves  an  understanding  of  all  that  goes 
to  make  up  quality  of  thought  or  sensation.  It  must  also  con- 
tain those  elements  which  continue  either  conscious  or  uncon- 
scious attention  until  the  display,  psychologically  speaking,  has 
not  been  perceived  as  merely  display,  but  as  a  thought  in  connec- 
tion with  the  purpose  of  creating  a  vogTie. 

Display  and  Sense  Experiences. — Display  in  advertising, 
applied  concretely,  relates  to  whatever  is  perceived  thru  a  single 
one  or  any  combination  of  the  senses,  such  that  the  process  by 
nature  leads  to  an  effective  perception  of  the  thought  intended 
to  be  conveyed.  The  news]>a]ier  advertisement  which  assumes 
any  form  other  than  that  of  mere  news,  recognizable  upon 
analysis  as  an  advertisement,  is  as  truly  display  in  its  purpose 
as  the  most  elaborately  decorated  show  window.  Likewise  the 
toy  balloon,  which  carries  sample  soap  to  the  finder,  is  a  form  to 
16  241 


242  DISPLAY  IN  ADVERTISING 

be  characterized  as  display.  It  therefore  follows  that  such  fac- 
tors as  lead  into  a  state  of  attention  become  of  great  importance. 
In  fact,  many  advertisements  are  so  constructed  as  to  command 
attention  such  that  the  process  by  which  this  has  been  obtained 
becomes  of  more  interest  than  the  message  itself.  In  this  consists 
the  great  danger  when  display  is  concentrated  upon  itself,  rather 
than  upon  the  thought  which  it  wishes  to  convey. 

The  Problem  of  Balance. — The  first  real  problem  in  con- 
nection with  disj^lay,  then,  becomes  one  of  balance.  How  much 
shall  I  emphasize  in  order  to  get  the  perception  of  my  proposition 
in  spite  of  the  alluring  power  of  the  means  of  display  ?  If  the 
fact  of  the  balloon  becomes  more  important  than  the  message  of 
the  soap,  display  is  destroying  its  raisoii  d'etre.  So  in  the  in- 
stance of  an  elaborate  calendar,  the  spirit  of  the  giver  sometimes 
becomes  of  more  significance  than  the  firm  or  individual  repre- 
sented. In  other  words,  if  a  calendar  attracts  attention  in  a 
manner  which  draws  an  expression  of  admiration,  and  such  that 
the  observer  is  merely  told  of  it  as  a  gift  instead  of  it  being  the 
gift  from  a  given  concern,  the  display  has  not  been  effective.  In 
this  instance  the  spirit  of  giving  and  the  idea  of  quality  have  not 
been  so  united  in  effort  as  to  suggest  a  word  of  emphasis  for  the 
giver. 

Kinds  of  Display. — ^N^ow  display,  functioning  in  our  world 
of  experience,  exists  in  one  of  four  relations  to  mind :  first,  the 
display  may  be  of  such  a  nature  as  to  force  itself  into  the  con- 
sciousness of  multitudes  of  people  in  a  unitary  sense  without 
regard  for  its  parts ;  second,  the  display  is  of  such  a  nature  as 
to  force  itself  into  the  consciousness  of  people  where  its  parts 
become  asmuch  a  matter  of  interest  as  the  unitary  effect  obtained : 
third,  the  display  may  be  of  such  a  nature  as  to  make  the  ob- 
server conscious  of  the  various  parts  of  itself  rather  than  the 
unitary  comprehension ;  fourth,  the  display  has  the  possibility  of 
recog-nition  because  of  the  preperceptive  elements  which  exist  on 
the  part  of  the  public  mind. 

Display  Should  Be  a  Simple  Unit. — Let  us  consider  the 
facts  in  connection  with  each  of  the  above  laws.  That  dis- 
play which  readily  and  easily  adjusts  itself  to  the  state  of  con- 


DISPLAY  SHOULD  BE  A  SIMPLE  UNIT  243 

sciousness  where  the  idea  meant  to  be  conveyed  harmonizes  itself 
immediately  with  the  mind — this  is  to  be  desired.  The  difficulty 
with  the  acceptance  of  this  kind  of  a  theory,  in  connection  with 
all  kinds  of  display,  consists  in  the  fact  that  humanity  does  not 
tend  to  adjust  itself  to  the  simple  until  after  a  long  experience 
witli  complexit}'.  When  an  establishment  simihir  to  that  of  Tif- 
fany reaches  a  place  in  public  esteem  where  desire  has  already 
been  created,  quality  of  goods  recognized,  and  fairness  of  price 
suggested,  with  a  recognition  of  the  fact  that  a  vogue  has  been 
created  determined  by  this  concern's  popularity  and  success,  we 
have  a  combination  of  factors  working  where  advertising  can  be 
reduced  to  the  simplest,  individualized  form  and  at  the  same  time 
obtain  satisfactory  returns  from  the  display  offered.  HaAdng 
once  won  the  public  mind  into  an  appreciation  of  the  merits  and 
necessity  of  a  given  proposition  or  article,  the  fonn  of  display 
naturally  modifies  itself  until  unitary  effects  alone  are  desirable. 
But  even  in  this  instance  it  becomes  a  question  with  respect  to 
the  rising  generation,  the  increasing  numbers  of  wealthy,  and  the 
fixed  habits  of  people,  whether  other  kinds  of  display  would  not 
prove  exceedingly  profitable.  This  would  seem  to  be  especially 
true  where  another  firm  giving  equally  good  value  advertises  by 
other  than  simple  announcement  display  and  obtains  a  con- 
stantly new  patronage.  The  factor  of  competition,  involved  in 
any  form  of  progress,  would  imply  adopting  at  least  in  part 
some  of  the  competitor's  methods.  This  necessarily  involves  a 
greater  consideration  of  display. 

Unitary  display  advertising,  which  considers  an  harmonious 
interpretation  of  an  idea  such  that  it  is  readily  appreciated,  with 
comparatively  small  stress  on  display  features,  implies  that  a 
vogue  has  been  created  and  that  an  announcement  is  a  welcome 
reminder  of  the  article  or  proposition  offered.  In  a  competitive 
realm,  however,  simplicity  is  always  brought  into  contrast  with 
forms  containing  greater  display  value  by  one  who  sees  the  pos- 
sibilities of  suggestion  and  imagination  in  the  creation  of 
other  than  simple  display  in  connection  with  the  article  or  propo- 
sition. And  this  has  its  basis  in  the  fact  that  humanity  in  gen- 
eral has  a  tendency  to  appreciate  even  the  old  in  a  new  form. 


244  DISPLAY  IN  ADVERTISING 

Intensive  and  Disseminated  Attention  Value. — Again,  dis- 
play is  often  of  such  a  nature  as  to  force  itself  into  the  public 
mind  where  its  parts  secure  as  much  conscious  attention  as  the 
unitary  effect  aftenvards  obtained.  In  this  interpretation  of 
the  public  mind,  relative  to  displav,  lurk  certain  dangers.  When 
the  unitar)^  effect  of  the  entire  display  is  such  as  to  make  one 
conscious  more  of  the  display  than  the  thought  which  was  in- 
tended, the  real  purpose  of  display  in  selling  goods  has 
partly  failed.  Undoubtedly,  continuous  repetition  would  in 
time  disassociate  the  minds  of  people  from  tlie  display  and 
suggest  the  real  sig-nificance  of  the  thought  intended.  On 
the  other  hand,  the  power  of  display  in  attempting  to  pro- 
mote an  idea  in  many  instances  actually  serves  to  reinforce  or 
jumctuate,  as  it  were,  the  idea.  For  instance,  we  are  all  con- 
scious of  the  action  which  is  expressed  in  the  Dutch  Cleanser 
advertisements  where  the  Dutch  girl  continuously  suggests 
the  cleansing  process.  Xearly  every  advertisement  gotten  out 
by  this  company  introduces  in  its  display  the  so-called  "  Dutch 
Kid  "  in  such  a  relation  to  the  other  parts  of  the  advertisement 
that  we  are  constantly  reminded  of  the  process  of  cleansing,  and 
when  these  advertisements  are  talked  of  afterwards,  the  factors 
of  display  are  mentioned  in  connection  with  the  thought  of  the 
article  itself. 

Maximum  Value  of  Perception. — So  we  might  mention  the 
Campbell's  Soup  "  Kids,"  which  have  become  rather  famous  in 
the  advertising  realm.  The  particular  display  form  in  which 
this  so-called  '^Kid"  is  featured  is  of  such  a  nature  as  to  make  us 
constantly  aware  of  its  uniqueness  and  at  the  same  time  be 
av/are  of  the  idea — Campbell's  Soup.  On  the  other  hand,  in- 
numerable advertisements  gotten  out  by  'the  Ivory  soap  people, 
which  contain  simple  illustrations  showing  the  various  uses  of 
Ivory  soa]^,  while  we  are  conscious  of  the  unique  arrange- 
ment of  each  of  the  advertisements,  yet  there  is  not  that 
uniformity  of  display  such  that  the  latest  advertisement  readily 
relates  itself  to  the  display  form  of  all  the  past  advertise- 
ments. Thus  the  law  to  be  evolved  from  a  realization  that  dis- 
play is  often  effectuated  by  an  unconscious  process  in  its  unitary 


EFFECT  OF  PREPERCEPTION  ON  DISPLAY  245 

perception  is  as  follows  :  In  so  far  as  an  intensive  advertising  cayn- 
paign  consists  of  a  unitary  display-form  which  continuously  em- 
phasizes, thru  repetition,  the  idea  to  he  conveyed  and  ivhich  is 
effective  in  its  appeal,  that  display  has  reached  a  maximum  re- 
gard for  perception.  When  this  law  is  violated,  display  is  of 
such  a  nature  as  to  make  the  observer  consciovis  of  the  various 
l)arts  of  itself,  rather  than  a  unitary  comprehension.  When  the 
])ublic  mind  assumes  this  latter  attitude  toward  a  specific  display, 
the  effectiveness  of  the  idea  desired  to  he  impressed  is  lost.  If 
the  parts  of  the  display  have  a  certain  uniqueness,  constant  repe- 
tition would  tend  in  time  to  create  the  idea  ;  but,  generally  speak- 
ing, it  would  seem  better  to  impress  the  idea  intended  from  the 
very  first. 

Effect  of  Preperception  on  Display. — That  the  public  is 
often  deceived  by  an  over  emphasized  regard  of  display  itself, 
apart  from  the  idea  to  be  conveyed,  is  typified  in  an  experiment 
where  advertisements  relating  to  the  Jvaro  Syrup  people  had 
been  asked  for.  In  this  experiment  several  students  handed  in 
copy  of  the  Kingsford  Com  Starch  Company.  The  class  test 
afterwards  confirmed  the  idea  that  each  kind  of  copy  tended  to 
call  up  the  other,  tliat  the  display  itself  had  a  tendency  to  become 
of  greater  importance  than  the  perception  of  the  advertisement; 
and  that  the  mind  tended  immediately  to  associate  itself  with  its 
own  experiences.  Thus  if  the  student  were  more  familiar  with 
the  Kingsford  Corn  Starch  display  in  his  search,  there  would 
be  a  tendency  to  select  without  serious  consideration  forms  of 
display  gotten  out  by  the  Karo  Syrup  Compam\  In  another 
instance  a  foreign  poster,  presented  to  a  large  class,  where  the 
rulers  of  various  European  countries  are  represented  as  wearing 
a  certain  brand  of  suspenders,  is  often  comprehended  as  advertis- 
ing some  kind  of  barber  preparation.  Many  of  the  f  oreig-n  rulers 
are  represented  with  beards,  a  custom  not  typical  of  the  average 
American.  The  kind  of  display  in  this  instance,  again,  tends 
to  allow  the  individual  to  inter]^rot  in  terms  of  his  own  exjierience 
the  particular  display  presented.  The  construction  of  this  for- 
eign display  apart  from  copy  did  not  consider  the  preperceptive 


246  DISPLAY  Ix\  ADVERTISING 

factors  of  Americans^  however  miicli  it  met  the  demands  of  the 
French  peoi)le. 

Display,  once  having  been  thrnst  into  our  economic  realm, 
such  that  its  form  has  become  a  habit,  in  connection  with  our 
process  of  thinking,  tends  to  create  states  of  mind  which  modify 
our  tendencies  toward  action  when  different  competing  display 
is  presented.  It  is  a  fact  that,  during  any  period  of  time,  there 
are  groups  of  people  deliberately  looking  for  advertisements.  It 
is  also  true  that  certain  people  have  become  accustomed  to  search 
for  specific  advertisements  as  typified  in  the  form  of  department 
store  display.  The  more  regailarly  the  same  groups  are  likely  to 
search  in  this  manner,  the  less  necessary  becomes  the  need  for 
extraordinary  methods  of  seizing  the  attention  by  means  of  dis- 
play. This  condition  is  excellently  illustrated  in  the  use  of 
classified  advertising  matter.  But  even  here  expediency  often 
demands  an  immediate  response,  so  that  various  sized  type, 
added  punctuation,  extra  spacing,  contrast  of  color,  and  an  in- 
genious phrasing,  are  employed  in  order  to  secure  attention.  To 
the  one  who  inserts  the  advertisement  the  idea  of  emphasis,  in 
reality,  becomes  a  factor  of  display. 

Basic  Principles  of  Diminution  of  Display  Features. — -Xow 
the  classified  want  advertisements  are  most  personal  in  nature. 
They  contain  a  message  which  is  related  to  the  immediate  self- 
preser\^ation,  need  or  self-interest  of  the  individual.  That  there 
are  continuous  groups  of  individuals  in  need  is  evidenced  in  the 
continuously  changing  want  advertisements  to  be  found  in  vari- 
ous forms, — be  it  on  the  printed  page  or  the  bulletin  board  of 
an  employment  bureau.  Thus  it  might  he  declared  a  general 
law  that  the  nearer  an  article  or  proposition  hecon^es  a  factor  for 
the  preservation,  self-interest  or  need  of  the  individual,  ivitli  a 
realization  on  the  part  of  the  advertiser  of  such  states  of  mind 
constantly  groiving  in  various  groups,  the  greater  the  tendency 
to  diminish  the  display  feature  of  an  advertisement. 

The  reasons  why  an  advertiser  has  a  right  to  expect  the  sim- 
pler form  to  get  results  are:  first,  that  he  can  depend  upon 
a  continuously  changing  and  large  enough  group,  the  individuals 
of  which  are  conscious  of  specific  needs.     There  must  have  been 


DISPLAY  INVOKES  USE  OF  Vi\JlIETY  OF  SENSES        247 

established,  however,  in  the  minds  of  all  people  ever  likely  to 
feel  this  need,  self-interest,  or  desire,  a  place  and  form  to  which 
they  can  go  when  occasion  demands.     That  the  want  columns  of 
papers  are  constantly  advertised  is  evidence  of  the  fact  that  con- 
tinuous general  education  is  needed  in  order  to  obtain  new  ad- 
vertising matter  as  well  as  a  constant  number  of  readers.     Thus 
it  has  come  to  pass  that  classified  advertisements  in  various  fonns 
have  a  dependable  drawing  power.     Negative  ideas  as  to  the 
profitableness  of  these  fonns  exist  in  the  minds  of  many.    E'ever- 
theless,  with  a  continuous  advertising  of  their  merits,  negativs 
ideas  become  a  negligible  quantity,  and  human  need  itself  is 
drawn  to  tliat  which  is  likely,  in  some  manner,  to  prove  a  possible 
source  of  satisfaction.  A  second  law  which  follows  the  law  stated 
above  would  state:   The  greater  the  need  and  the  fewer  the 
cotjipetitive  factors,  ivitli  a  form  of  expression  having  once  he- 
come  generally  recognized,  the  less  is  the  need  for  displaij  feat- 
ures.    But  the  greater  the  need  and  the  greater  the  competitive 
elements,  the  more  insistent  does  advertising  display  assert  itself 
and  the  more  individual  each  advertisement  (ends  to  become. 

Display  Invokes  Use  of  Variety  of  Senses.— Display  as  a 
factor  in  gaining  the  attention  of  a  desired  group,  in  order  to 
serve  as  a  stimulus  in  the  perception  of  an  idea,  should  be  based 
primarily  upon  those  law^s  which  govern  our  appreciation  of  sense 
life.      To  be  conscious  of  display,  in  any  form  whatsoever,  is  to  be 
conscious  of  the  fact  that  an  idea  is  attempting  to  force  itself  into 
consciousness.     This  may  be  as  a  result  of  any  one  or  any  com- 
bination of  the  senses.      The  greater  amount  of  display  pre- 
sented to  us,  however,  relates  itself  to  the  sense  of  sight,  and 
although  other  senses,  as  sound,  or  touch,  or  smell,  do  have  forms 
of  display  which  exert  a  large  influence  in  impressing  them- 
selves upon  our  mind,  nevertheless  the  sense  of  sight  is  oftenest 
employed,  in  order  to  give  the  best  interpretation  possible  to  a 
particular  displaj^    For  instance,  when  the  perfume  shop  keeper 
in  Antwerp  takes  advantage  of  a  national  holiday  to  fill  the 
large  urns  in  front  of  his  store  with  sweet  incense,  the  odors  of 
which  carry  for  blocks  and  the  smoke  of  which  encircles  the  en- 
tire building,  odor  is  undoubtedly  an  encroachment  upon  our 


248  DISPLAY  IN  ADVERTISING 

sense  of  smell  the  complete  significance  of  which,  from  a  dis- 
play standpoint,  is  not  fully  comprehended  until  the  urns  them- 
selves, gushing  forth  their  odoriferous  smoke,  are  perceived.  So 
in  the  case  of  the  calliope  of  a  circns  heard  at  a  great  distance. 
The  hearer  recognizes  that  sensuous  impression  is  holding  his  at- 
tention and  he  craves  for  a  gTeater  realization  of  its  significance, 
the  curiosity  of  which  is  not  at  all  satisfied  until  the  particular 
place  of  location  is  witnessed.  Moreover,  psychological  tests  re- 
garding the  tastes  of  foods,  apart  from  the  value  of  sight,  reveal 
the  inability  of  entire  groups  of  people  fully  to  appreciate  what 
they  are  eating  unless  the  sense  of  sight  is  employed  in  the  process. 
At  any  rate,  the  various  senses  must  be  appealed  to  if  we  are  to 
meet  the  demands  of  display.  The  senses,  in  order  to  be  aroused 
into  an  appreciation  of  a  stimulus,  obserA^e  the  psychological  law 
which  states  that  any  stimulus,  in  order  to  arouse  the  senses,  must 
have  within  it  a  certain  degree  of  force.  Many  street  car  cards 
are  entirely  disregarded  by  the  public  simply  because  they  do  not 
recognize  the  operation  of  this  law  related  to  display.  The  injec- 
tion of  a  deeper  color,  or  the  introduction  of  stronger  contrast  ele- 
ments, or  an  added  punctuation  mark — any  one  of  these,  by  actual 
experimentation,  often  assists  in  causing  an  advertisement  clearly 
to  stand  forth  in  good  display  form  in  the  eye  of  the  public.  Or 
take  the  instance  of  a  window  display.  The  particular  combina- 
tion of  goods  might  be  ever  so  effective  in  display  form,  yet  be 
unseasonable.  Hence  the  public  would  not  desire  that  particular 
thing  at  the  time.  Or,  as  in  the  instance  of  many  displays  in 
windows,  the  right  color  contrasts  do  not  abound ;  the  right  ideas 
of  proportion  are  not  suggested ;  the  sentiment  to  be  interpreted 
is  not  effective.  Any  one  of  these  might  be  such  as  to  inhibit  a 
tendency  of  response.  On  the  other  hand,  an  intensive  study  of 
the  effect  of  the  display  upon  the  mind  of  the  public  would  soon 
suggest  that  there  needed  to  be  introduced  such  factors  as  would 
tend  to  bring  the  display  from  non-consciousness  into  a  state  of 
attention. 

Display  Stimuli  Modify  Each  Other. — Another  psycholog- 
ical tendency  of  the  mind  when  a  stimulus  has  been  presented  is 
to  feel  the  force  of  suiTounding  stimuli.     Thus,  if  two  adver- 


DISPLAY  SHOULD  HAVE  A  FOCAL  POINT  249 

tisements  side  by  side  in  a  street  car  are  of  equal  display  quality, 
or  two  show  windows  side  by  side  are  of  equal  value,  and  the 
observer  is  j^laced  in  such  a  position  that  both  come  within 
range  of  the  sense  aroused,  there  is  an  immediate  tendency  to 
feel  the  drawing  power  of  both  at  the  same  time.  However, 
those  ideas  which  are  aroused  by  way  of  association  with  both 
stimuli  acting,  will  likely  determine  the  effectiveness  of  one  dis- 
play over  tlie  other.  For  instance,  if  I  am  especially  interested 
in  a  motor  cycle  and  the  dis])lay  of  this  article  in  a  window  seizes 
my  attention  quite  as  much  as  the  grocery  display  window  of 
Campbell's  Soup,  the  chances  are  that  the  motor  cycle  will  re- 
ceive the  gTeater  attention.  However,  a  display  with  respect  to 
its  placing  should  contain  a  recognition  of  those  factors  which  are 
likely  to  vie  with  others  for  attention  vtilue.  Thus  the  pages 
of  many  magazines,  where  the  individual  advertisements  have 
been  pow^erful,  each  wathin  itself,  are  oftentimes  weakened  in 
their  j3ulling  force,  because  there  is  not  a  general  recognition 
that  the  placing  of  advertisements  tends  either  to  reinforce  or 
diminish  the  original  effectiveness. 

Competitive  Elements  of  Display. — The  competitive  ele- 
ments then,  of  any  display,  although  decidedly  eff'ective  within 
itself,  consist  of  external  competing  stimuli.  At  this  point  the 
introduction  of  ideas,  in  connection  with  a  consciousness  of  the 
display  itself,  tends  often  to  reinforce  the  thought  to  be  im- 
pressed. A  strong  enough  initial  factor;  recognition  that  this 
factor,  howsoever  strong,  is  likely  to  be  in  competition  with  other 
initial  factors  or  display  forms ;  and  a  recognition  of  the  fact  that 
the  thought,  w^iich  is  immediately  associated  because  of  the  ele- 
ments of  display,  is  likely  to  encourage  or  discourage  attention, 
once  secured; — these  factors  need  serious  consideration  in  the 
writing,  forming,  and  placing  of  all  display. 

Display  Should  Have  a  Focal  Point. — Display,  the  compre- 
hension of  which  involves  the  sense  of  sight  alone,  should  es- 
pecially regard  the  laws  of  eye  movement  as  related  to  attention. 
A  focal  point  is  essential  in  all  display.  There  should  be  that 
combination  of  physical  elements  such  that  the  eye  can  easily 
adjust  itself  to  a  given  stimulating  factor.     If  this  focal  point 


250  DISPLAY  IN  ADVERTISING 

is  so  large  that  the  eye  cannot  readily  adjust  itself,  there  is  a 
feeling  which  tends  to  inhibit  attention.  In  other  words,  the 
feeling  associated  with  the  process  of  mechanical  adjustment 
itself  becomes  of  more  importance  than  the  object  of  attention. 
This  kind  of  experience  tends  to  discourage  the  obsen^r  from  a 
complete  comprehension  of  that  which  has  had  a  tendency  to 
take  hold  upon  his  attention.  However,  the  mind  is  so  con- 
structed with  respect  to  its  selective  tendency  in  comprehension 
that  the  very  opposite  condition^  as  where  there  are  a  multitude 
of  possible  focal  points,  tends  to  have  an  attention  effect  on  the 
human  mind.  For  instance,  innumerable  shop  Avindows  in  Lon- 
don contain,  it  would  seem^  almost  the  entire  stock  of  the  store- 
keeper. If  it  happens  to  be  a  jewelry  window,  every  conceivable 
piece  of  jewelry  and  silver  ware  seems  to  be  placed  in  the  window. 
The  result  is  that  people  who  notice  the  window  at  all  are  in- 
clined most  carefully  to  pass  from  one  article  to  the  other.  The 
mind  is  here  governed  by  curiosity,  and  initiates  its  own  move- 
ment. The  feeling  of  value  and  perhaps  desire,  with  respect  to 
selective  tendencies,  all  combine  to  continue  interest  in  this  kind 
of  displa}^  However,  for  display  in  general,  there  is  a  greater 
tendency  to  appreciate  the  fact  that  the  eye  needs  to  be  focalized 
in  its  contemplation  of  a  given  display,  and  thru  this  focal  point 
there  should  be  evolved  such  possible  eye  movement  that  the  ob- 
server readily  comprehends  the  entire  display  intended.  The  focal 
point  and  eye  movement  become,  then,  the  first  general  physical 
laws  to  be  observed  with  respect  to  the  creation  of  an  objective 
display.  It  is  by  reason  of  this  law  of  eye  movement  that  a 
competitor's  advertisement  often  gains  in  power.  If  the  eye 
movement  of  a  specific  display  is  of  such  a  nature  as  to  carry 
itself  naturally  into  the  line  movements  of  another,  there  is  likely 
to  be  a  fusion  of  interest  and  the  display  loses  its  effective- 
ness. So,  in  the  case  of  a  focal  point,  if  the  focal  point  of  an- 
other advertisement  is  such  as  to  be  in  contrast  to  the  one  which 
has  first  stimulated  attention,  that  advertisement  which  has  the 
easier  appreciation  of  eye  movement  in  regard  to  the  entire 
com]n-ehension  of  the  display,  is  likely,  from  the  physiolog-ical 
view]X)int,  to  win  out.  However,  the  thoughts  related  to  the  phys- 


FOCAL.  iPOINT  AND  EYE  MOVEMENT  251 

ical  stimulation  first  received  might  themselves,  thru  self-in- 
terest, curiosity  and  other  human  mind  qualities,  overcome  the 
mere  physical  force  of  a  competing  focal  point  and  eye  move- 
ment. When  the  focal  point  and  eye  movement  of  any  display 
have  seized  upon  the  attention  thni  movement,  they  should  still 
be  related  as  to  produce  a  feeling  of  unity  of  comprehension. 

Field  of  Attention  Should  Be  Well  Defined.— Clearly  de- 
fining the  limits  of  attention  in  comprehension  is  obviously  the 
first  step  in  the  creation  of  effective  display.  Borders,  back- 
ground and  conti-ast  assist  largely  in  producing  this  unitary 
effect.  Ordinary  electric  light  advertisements,  where  attention 
is  directed  thru  flashing  a  message,  are  based  primarily  upon 
this  law.  Many  electric  lights  are  poor  from  the  standpoint  of 
focal  ]:ioint  and  eye  movement.  They  fail  to  lead  the  observer 
on  into  an  entire  comprehension  of  the  thought  desired  to  be 
impressed.  Many  lights  flashing  their  message  fail  to  do  more 
than  stimulate  the  sense  of  sight.  The  effect  of  the  entire  ad- 
vertisement may  be  described  as  one  in  which  the  eve  has  been 
concentrated  on  an  advertisement,  but  in  the  hurry  of  the  passer- 
l)y,  the  real  force  of  the  message  has  been  lost.  Here  the  display 
consists  of  focal  point  where  the  intended  ideas  have  been 
crowded  out.  Oftentimes  color,  as  far  as  attention  is  concerned, 
becomes  the  focal  point  of  attention  and  the  observer  comments 
upon  the  feeling  of  appreciation  with  respect  to  tlie  color,  rather 
than  color  serving  as  a  means  to  an  end.  Mere  recogiiition  of  color 
thus  becomes  a  focal  point  of  attention  mthout  the  display  lead- 
ing on  to  an  idea. 

Principles  Underlying  Focal  Point  and  Eye  Movement.— 
Focal  point  and  eye  movement  are  themselves  found  function- 
ing with  respect  to  certain  laws.  Their  action  is  encouraged  or 
inhibited  by  such  factors  as  form,  balance,  rhythm,  proportion, 
unity  and  symmetry.  Attention  is  largely  attracted  toward  the 
form  of  display.  If  the  form  is  not  such  as  to  conform  to  a 
pleasing  sensation,  attention  is  sustained  only  so  long  as  the  men- 
tal attitude  is  continued  thru  interest.  Pleasing  form,  however, 
is  in  turn  modified  by  an  observance  of  proportion.  Psychol- 
ogically, when  the  parts  of  an  advertisement  are  in  the  golden 


252  DISPLAY  IN  ADVERTISING 

average  relationship,  or  a  ratio  of  three  to  five ;  when  the  form 
itself  is  absolutely  symmetrical,  as  in  the  case  of  a  circle,  triangle 
and  square,  the  display  is  assuming  such  regard  for  underlying 
physiological  factors  as  to  encourage,  all  other  factors  being 
equal,  comprehension  of  the  display. 

QUESTIONS 

1.  Does  display  only  concern  itself  with  type  emphasis? 

2.  Eti'ective   display   depends   upon  what   all-important   factor?      Discuss 

several  ways  of  obtaining  good  display  and  give  some  corresponding 
dangers. 

3.  Name  the  four  relations  of  display  to  the  mind. 

4.  What  is  meant  by  unitary  display?     Is  it  dependent  upon  the  simple, 

or  does  a  long  experience  with  complexity  determine  its  use? 

5.  ^Vhat  prerequisites  must  necessarily  be  fulfilled  before  unitary  display 

becomes  possible? 

6.  Discuss  unitary  display  as  the  Utopia  to  which  all  display  should  strive. 

7.  State  the  law  which  determines  when  display  has  reached  its  maximum 

regard  for  perception. 

8.  To  be  conscious  of  display  in  any  form  whatsoever,  implies  the  func- 

tioning of  the  fundamental  mind  law.     WTiat  is  this   law  and  how 
can  this  state  be  brought  about? 

9.  Display,  from  the  standpoint  of  the  sense  of  sight  alone,  should  employ 

what  laws  of  eye  movement  as  related  to  attention? 
10.  Summarize  all  of  the  fundamental  factors  of  mechanical  attention  that 
should  be  regarded  in  presenting  effective  display. 

PROBLEMS 

1.  Recently   the    Liggett   &   Myers    Tobacco    Company    distributed    leather 

Fatima  cigarette  cases  among  college  students  witli  the  respective 
college  colors  and  seal  upon  each  case.  No  other  mark  of  identifica- 
tion related  these  cases  to  the  tobacco  company.  Analyse  this  situa- 
tion from  the  standpoint  of  display. 

2.  Debate  the  following:  The  greater  the  need  and  the  fewer  the  competitive 

factors,  with  a  form  of  expression  having  once  become  generally  recog- 
nized, the  less  is  the  need  of  dii-play  features. 

3.  Opposite  you  in  a  street  car  are  two  advertisements  side  by  side.     One 

advertises  motor  boats,  the  other  motor  cycles.  Their  relative  display 
qualities  are  equal.  \Miich  advertisement  interests  you  the  most? 
Analyse  why  this  is  true. 

4.  In  a   certain  jewelry  window   in  Philadelphia  all   the  laws   of  effective 

display  have  been  violated.  Still  there  is  a  constant  stream  of  people 
visiting  this  window.  Analyse  this  situation  and  mention  several 
reasons  why  such  a  condition  can  exist. 


CHAPTER  XVIII 
DESIRE,  HABIT  AND  INHIBITION 

Dependence  of  Activity  Upon  Need  and  Desire. — The  two 
great  propelling  forces  of  all  activity  are  expressed  in  the  words, 
need  and  desire.  We  need  or  desire  those  things  which  seem  to 
US  at  the  time  to  be  necessarj^,  either  to  serve  ns  usefully  and 
convenient!}^  or  to  increase  our  enjoyment  in  life.  And  in  either 
case  our  response  in  the  purchase  of  an  article  depends  upon  how 
we  instinctively  or  im]nilsively  feel,  or,  upon  the  conclusions 
drawn  as  a  result  of  the  processes  of  reasoning  wdiich  have  been 
called  into  play. 

Influence  of  Heredity  upon  Desire.— Desire,  then,  as  related 
to  our  instincts  and  impulses,  is  destined  to  be  aroused  if  the 
article  or  proposition  is  such  as  to  satisfy  the  pleasures  which 
these  hereditary  traits  elicit.  The  mere  reading  about  the  hunt- 
ing trips  of  our  ex-j^resident,  Theodore  Roosevelt,  as  he  plunged 
into  the  African  forest,  gives  to  him  a  glory  immeasurable,  largely 
because  he  has  succeeded  in  calling  into  twentieth  century  con- 
sideration a  tendency  which  the  race  has  inherited.  King  Alfred 
and  Darius  are  heroes  in  our  mind-pictures  of  history  simply 
because  perilous  bravery  has  been  a  part  of  our  evolutionary 
development. 

Influence  of  Environment. — But  heredity  is  not  the  only 
source  of  our  desires.  The  environment  into  which  we  have  been 
bom  reacts  upon  us  in  a  manner  which  helps  to  mould  each 
career  differently.  For  instance,  the  life  of  the  boy  reared  in 
a  time  when  horses  were  the  vogue  would  have  a  love  for  horses 
not  fully  appreciated  by  the  boy  who  has  come  to  count  the  speed 
of  an  automobile  with  beautiful  lines  as  of  all  importance.  Thus, 
tlie  people  of  one  generation  differ  somewhat  from  the  succeeding 
one,  simply  because  the  desires  created  by  the  environment  give  to 
each  a  different  theory  and  emphasis  in  values.  The  countrv  boy 
differs  from  the  city  boy  not  because  his  instincts  are  different, 
but  because  desire  has  been  modified  by  different  environmental 
factors. 

253 


254  DESIRE,  HABIT  AND  INHIBITION 

Education  as  a  Modifier  of  Environment. — Education  is  a 
factor  of  environment  which  also  modifies  our  desires.  For  in- 
stance^ many  boys  have  a  passion  for  '^  Xick  Carter  "  stories 
during  certain  periods  of  their  youth.  But  a  vigilant  school 
system  will  readily  transform  this  desire  into  a  wholesome  intei'- 
pretation  of  adventure.  Our  moving  picture  shows  are  continu- 
ally being  checked  up  by  the  critics  because  of  a  pandering  to 
this  2)hase  of  life.  In  so  far  as  this  instinct  is  recognized  and 
yet  educated  into  a  proper  recognition  of  its  ethical  relations  to 
life,  this  desire  should  be  encouraged.  But  the  critic  has  not  yet 
thoroughly  outlined  an  educational  program  which  directs  all 
tendency  toward  wholesome  desire.  The  Boy  Scout  movement 
shows  the  force  of  education  at  work  in  an  attempt  to  satisfy 
legitimately  our  desires,  and  at  the  same  time  to  adapt  these  im- 
pulses to  a  twentieth  century  environment.  The  boys  of  the 
''  Scout  Movement/'  in  regard  to  their  desires,  will  greatly  dif- 
fer throughout  their  entire  life  from  those  who  do  not  take  ad- 
vantage of  this  movement.  And  from  the  advertisei^s  viewpoint, 
there  is  need  for  a  constant  analysis  of  the  classes  of  people  to 
whom  we  are  to  appeal  with  respect  to  the  education  which  has 
either  created  new  desires  or  modified  recognized  instincts,  im- 
pulses, or  habits. 

Regard  Must  Be  Had  for  Individual  Peculiarities. — Again, 
each  of  us  has  individual  peculiarities  which  must  be  taken  into 
consideration.  While  I  might  be  fascinated  with  the  idea  of  a 
country  home  up  in  the  mountains  for  the  summer  time,  an- 
other would  desire  constant  travel  in  foreign  parts.  To  the  ad- 
vertiser this  means  that  because  a  single  individual  has  already 
a  desire  or  natural  inclination  for  a  certain  thing,  there  are  thou- 
sands of  others  who  have  the  same  desire,  and  in  an  extended  ad- 
vertising campaign  this  particular  inclination  should  find,  at 
some  time,  definite  recognition  in  an  appropriate  advertisement. 

Two  Classes  to  Whom  an  Appeal  is  Made. — Thus  heredity, 
environment,  education  and  individual  peculiarities  enter  into 
one's  life  experiences  and  create  a  composite  picture  of  desire. 
It  is  the  work  of  the  advertiser  to  analyse  the  relationship  existing 
between  the  goods  he  has  to  offer  and  the  needs  or  desires  of  the 
people  to  whom  he  wishes  to  sell.    Where  there-is  no  desire,  ad- 


TWO  CLASSES  TO  WHOM  AN  APPEAL  IS  MADE         255 

vertising  copy  must  necessarily  differ  from  that  where  desire  has 
ah-eady  been  created.  Consequently,  our  appeal  is  to  be  made 
to  two  classes;  namely,  to  those  who  possess  desire,  and  secondly, 
to  those  in  whom  desire  or  need  has  not  yet  been  felt. 

Fig.  63  is  an  advertisement  which  illustrates  these  two  points. 
There  are  innumerable  people  at  the  present  time  who  do  not 
desire  a  player  piano.  Many  people  think  that  a  mechanical 
instrument  cannot  take  the  place  of  human  talent.  Howsoever 
erroneous  this  idea  may  be,  nevertheless  this  is  the  opinion  of 
Innumerable  people  in  relation  to  their  purchase  of  a  player 
piano.  Consequently  these  people  in  glancing  at  the  Apollo  ad- 
vertisement are  merely  attracted  toward  the  artistic  interpreta- 
tion of  the  player  piano.  Parental  instinct,  as  well  as  the  beauty 
or  even  the  sex  instinct,  is  appealed  to.  When  I  begin  to  read  the 
advertisement,  however,  I  find  that  the  writer  argaies  regarding 
the  cost  of  the  instrument,  while  the  mechanism  of  the  instrument 
is  also  emphasized;  but  if  I  do  not  already  have  desire  for  an 
Apollo  player  piano,  another  kind  of  argument  is  necessary.  On 
the  other  hand,  those  who  are  fully  persuaded  that  a  player  piano 
would  prove  quite  as  effective  as  the  ordinary  instrument,  are  in 
the  field  of  purchase.  Thus,  the  form  of  copy  in  connection  with 
the  existing  desire  is  to  be  modified  accordingly  as  I  wish  to 
present  my  arg-ument  either  to  those  who  do  not  care  for  the 
piano  player,  or  to  those  who  are  already  convinced  that  it  is  a 
good  thing.  Suppose  that  a  prospective  buyer  has  only  desire, — 
then  the  advertisement  must  be  of  such  a  nature  as  to  get  him  to 
act  upon  this  desire.  At  this  moment  I  desire  a  new  watch  but 
for  several  months  I  have  been  putting  off  the  purchase.  Xo 
direct  appeal  has  ever  been  presented.  The  avenue  is  paved  for 
an  immediate  response  if  the  idea  of  an  attractive  watch  at  a 
price  which  is  not  exorbitant  is  presented  in  some  pleasing,  argai- 
mentative  form.  There  is  the  possibility  that  chance  alone  will 
"decide  just  what  move  will  be  made  in  the  purchase  of  this 
^ watch.  It  may  be  in  response  to  an  excellently  printed  adver- 
tisement, or  to  a  display  in  some  window.  There  being  no  ab- 
solute need  for  the  article  under  consideration,  it  is  merely  the 
lack  of  a  proper  stimulus  wdiich  keeps  me  from  an  act  of  pur- 


256 


DESIRE,  EL^BIT  AND  INHIBITION 


ll^^-'B^^^^ 


1^ 


!^POLLO 

Player  Piano 


ISiS 


Do  You? 

Q  Most   folks  expect  their 

player  piano  to  lasi  a  life-rime? 

q  Do  Tou? 

(|  Divide  then,  the  little  differ' 

cnce  the  Afjollo  costs  you  in  imjirst  place, 
over  the  life-time  of  pleasure  it  will  yield 

Q  See  how  little  more  per  year, 

die  wonderful  Apollo  Player  Piano  costs, 
than  an  ordinary   instrument!, 

A  nd — in  the  A  polio  Player  Piano  you  get 

features  that  our  Patents  prevent  other 

manufacturers  from  offering.  Berearea 

few.    Judge  for  yourself  of  their  value. 

Q  No  player  piano  besides  the 

Write  us  for  all  the  facts.  The  features  above  are  but  a  few  of  many.  Thetwohook- 
lets  we  send  show  photographic  comparisons  of  the  different  construction  covering 
aUthe  vital  facts  abaut  player  pianos  in  general  as  well  as  the  A  polio  in  particular. 

MELVILLE  CLARK  PIANO  COMPANY 

EzccutiTe  OQces,  422FlDe  Axta  BuUdlsft,  CblcaSo 


Apollo  is  permjttcd  to  play  by  touchmg 

rfotmonthekeys.  This  is  the  correc/ way.  It's  the 
w»y  the  pi&no  is  fr«»Jl  to  be  pUyed.  Ko«  lux)w  th»». 

Q  Only  manual  pianists  and  the 

Apollo  accent  the  melody  and  omit  it.  This 
is  a  vital  part  of  piano  music  but  our  patents 
make  it  exclusive  with  the  Apollo  Player  Piano. 

^  The  Metronome  Motor, 

which  re-winds  music  rolls  without  pedal' 
ling,  is  so  durably  constructed  that  it  will 
run  even  when  completely  immersed  in 
water.  Its  adjustment  and  action  are 
as  accurate  as  a  fine  watch.  It  is  ex' 
elusive  with  the  ApoUa 


Fig.   63.— The  English  appeal  takes  ff)r  granted  that  desire  exists. 

to  arouse  desire. 


The  illustration  tends 


NECESSITY  OF  EMPHASIZING  IDEA  OF  NEED  257 

chase.  Thus,  there  are  many  groups  of  people  in  whom  exists 
a  desire  for  things,  hut  the  purchase  of  which  is  needlessly  or 
carelessly  postponed.  It  remains  w^ith  the  successful  advertiser 
to  hring  these  individuals  and  goods  into  a  purchase  relationship. 

Advertiser's  Function  in  the  Creation  of  Desire. — It  is  the 
work  of  an  advertiser  to  force  j^eople,  first,  into  a  recognition  of 
goods,  and  then  to  arouse  or  reinforce  desire  by  some  happy 
phrase  or  eloquent  command.  This  will  possibly  necessitate  a 
campaig-n  of  advertising  which  will  be  different  in  nature  ac- 
cording to  the  class  of  appeal.  To  give  an  example  which  is 
still  in  existence,  there  are  women  who  would  refuse  the  help  o'f 
a  washing  machine.  There  is  no  desire  for  the  use  of  such 
an  article  because  real  need  is  not  felt.  And  this  was  the  atti- 
tude of  the  mass  of  people  when  w^ashing  machines  were  first 
put  on  the  market.  The  method  of  appeal  to  this  class  of  people 
must  be  entirely  different  from  that  which  is  to  reach  the  party 
who  already  owns  one,  likes  it,  and  needs  another.  Referring 
to  the  second  class,  the  right  kind  of  an  advertisement  will  appeal 
so  as  to  increase  desire,  if  improvements  which  further  save 
energy  and  time  are  insisted  upon.  A  motor  machine  is  much 
more  desirable  than  a  hand  machine.  The  advertiser's  function 
is  to  make  the  people  want  it. 

Necessity  of  Emphasizing  Idea  of  Need. — In  managing  an 
advertising  cam2:>aigii  it  is  evident  tliat,  in  so  far  as  we  find  new 
business  necessary  in  the  sense  that  innumerable  individuals  are 
not  using  our  article,  it  is  more  sensible  to  dwell  upon  the  idea 
of  need.  People  should  constantly  be  reminded  of  the  fact  that 
by  non-recog-nition  of  your  advertisement  in  the  fonn  of  a  pur- 
chase, they  are  missing  somewhat  of  the  good  things,  con- 
veniences, or  protections  of  life.  The  possible  consumer  must 
be  reminded  of  a  persistent  need.  Growth  implies  that  con- 
stantly greater  and  greater  numbers  of  people  are  brought  to 
feel  the  need  of  your  particular  article  or  proposition.  Those 
who  have  already  tried  your  goods  and  found  them  satisfactory 
will  perhaps  purchase  again.  Those  who  desire  and  have  not 
been  compelled  to  buy  constitute  another  class,  and  copy  should 
occasionally  be  directed  accordingly.  The  interest  aroused 
in  your  campaign,  however,  should  be  other  than  that  of  mere 
17 


258  DESIRE,  ILIBIT  AND  INHIBITION 

interest  in  the  article  itself;  it  should  also  appeal  to  the  arous- 
ing of  self-interest  on  the  part  of  the  individual.  There  is  a 
difference  between  these  two.  I  am  quite  interested  in  the  de- 
velopment of  flying  machines  at  the  present  time^  and  yet 
have  not  had  my  self-interest  so  aroused  as  to  bring  a  machine 
into  actual  possession.  Conditions  of  life  and  education  are 
not  such  as  to  cause  me  to  attach  that  particular  apparatus 
to  the  interests  of  my  life.  Again,  I  am  interested  in  the 
beauty  of  a  given  home  in  a  desirable  section  of  a  city.  On  the 
other  hand,  my  self-interest  is  not  involved,  yet  it  is  conceivable 
that  such  an  attitude  of  mind  might  stimulate  me  into  a  real 
estate  speculation. 

Steps  Leading  from  Non-desire  to  Purchase. — To  summa- 
rize, then,  the  following  steps  must  be  considered  as  constitut- 
ing rungs  of  the  ladder  leading  from  non-desire  to  purchase :  (1) 
non-desire;  (2)  attention;  (3) interest;  (4)  self-interest  (need  or 
desire)  ;  (5)  action;  (6)  possession. 

Adjustment  of  Desire  to  Monetary  Conditions. — Desire 
must  be  considered  in  its  relation  to  the  monetary  conditions  of 
given  groups  of  people.  There  are  many  kinds  of  goods  which 
people  already  desire,  but  it  is  a  matter  of  money  which  delays 
the  purchase.  There  are  thousands  of  those  who  would  purchase 
a  pianola  immediately  if  they  were  to  follow  their  desires.  How- 
ever, it  is  only  when  advertising  arouses  a  self-interest  in  the 
article  by  showing  that  it  can  come  into  their  possession  by  easy 
pajanents,  that  a  purchase  in  many  instances  is  likely  to  be  made. 
Thus,  the  coj^y  written  in  connection  with  desire  should  be  modi- 
fied accordingly  as  it  is  possible  to  get  people  sincerely  to  adjust 
their  money  relations. 

Habit  in  Its  Relation  to  Desire. — Habit,  once  acquired  by 
an  individual  or  a  group  of  individuals,  is  most  difficult  to  break 
away  from  even  occasionally,  or  to  change.  Youth,  however,  ig 
decidedly  plastic  in  its  tendency  to  accept  the  things  of  its 
environment.  AVhen,  then,  the  advertiser  has  succeeded  in  get- 
ting people  into  a  single  act  of  purchase,  he  has  accomplished 
much  in  the  maintenance  of  persistent  sales,  especially  if  that 
article  is  limited  in  competition  and  has  real  merit.  One  of 
the  arguments  which  many  young  men  have  to  overcome  in  sell- 


PSiCiiOLOGY  OF  HABIT  259 

ing  goods  is  this :  ^^  Why  should  I  change  if  my  present  selling 
relations  with  the  firm  are  satisfactory  and  likewise  the  good^ 
meet  every  requir^3ment  ?  "  This  is  habit  operating,  and  habit 
is  a  factor  which  every  advertiser  must  consider  in  connection 
with  his  competitors.  To  break  up  the  habits  of  an  individual 
by  so-called  ^^  knocking  a  competitor ''  is  one  of  the  methods 
which  is  being  condemned  today.  Thus,  if  I  have  an  especially 
fine  article  or  proposition  and  realize  that  my  competitor's  is  not 
so  good,  it  takes  considerable  tact  and  tremendous  energy  at 
times  to  overcome  these  habits,  especially  when  they  are  domin- 
ated by  a  feeling  of  disregard  for  change,  rather  than  reason. 
Thus  habit,  for  many  groups  of  people,  seems  to  be  the  master  of 
their  actions.  So  habit  and  its  relation  to  selling  should  be 
understood  and  reckoned  with  in  attempting  the  sale  even  of 
standardized  goods.  In  a  competitive  realm  it  is  constantly 
necessary  to  try  to  win  the  sentiment  of  people  away  from  that 
which  is  already  positively  satisfactory  to  them.  When  goods 
or  articles  have  become  worn  out  or  ragged,  there  is  a  tendency 
to'  replace  them.  Unless  your  advertisement,  in  competition 
with  earlier  desires  and  habits,  has  within  it  that  element  which 
suggests  greater  satisfaction,  then  you  are  not  to  be  placed  in 
the  class  of  a  progressive  advertiser.  Habit  is  constantly  at 
work  modifying  all  purchases,  and  whatever  has  once  tended  to 
please  human  beiings,  this  has  found  a  place  which  insists  upon 
constant  recognition  until  a  new  desire  of  greater  satisfaction  is 
suggested  in  relation  to  another  article. 

Psychology  of  Habit. — Psychology  says  that  the  brain  pos- 
sesses plasticity  which  makes  itself  susceptible  to  every  sense  im- 
pression. There  is,  moreover,  a  tendency  on  the  part  of  the  brain 
to  act  in  the  same  manner  whenever  a  similar  stimulus  has  been 
presented.  A  part  of  the  advertiser's  work  is  to  step  in  and 
destroy  our  old  habits,  especially  if  his  proposition  is  known  to 
be  superior.  ^'  Habit  is  simply  a  pathway  of  discharge  formed 
in  the  brain  by  which  certain  incoming  currents  ever  after  tend 
to  escape." 

Habit  differs  from  instinct  in  that  it  applies  to  those  actions 
of  the  individual  which  have  become  peculiar  to  his  life.  It 
may  be  possible  to  appeal  to  an  instinct  to  create  a  habit.     For 


260  DESIRE,  HABIT  AND  INHIBITION 

instance,  a  man  wishes  to  sell  soap  and  by  way  of  illnstration  or 
argTiment  pictures  a  baby  in  a  bathtub,  frolicking  in  glee  as  he 
lets  the  foamy  soap  slip  through  his  fingers.  The  parental  in- 
stinct has  been  aroused.  The  present  need  for  soap  is  felt  and 
the  tendency  is  to  buy.  If,  after  purchase,  the  soap  is  found 
satisfactory,  the  chances  are  that  I  shall  again  purchase.  Here 
an  instinct  has  responded  to  an  adyertisement,  the  present  need 
of  which  has  resulted  in  the  purchase  of  the  soap,  and,  as  a  result, 
a  habit  for  its  repurchase  has  been  started.  If  it  were  not  for 
habit,  our  liyes  would  daily  be  taken  up  with  tlie  conscious  doing 
of  such  triyial  things  that  it  would  be  impossible  for  us  to  perf onn 
an}'  of  the  bigger  things  of  life.  Dr.  Maudsley  says :  ^^  If  an  act 
becomes  no  easier  after  being  done  several  times,  no  progTess  can 
be  made  in  development"  It  is  in  connection  with  this  theory 
that  the  retailer  should  act  when  he  is  engaged  in  selling  goods. 
ISTational  advertising  has  made  it  possible  for  people  to  know 
what  they  wish  to  purchase  before  entering  a  store.  When  the 
retailer  hands  these  goods  over  the  counter  at  the  request  of  the 
purchaser  he  is  a  mere  order  taker.  True  selling  would  imply 
that  he  trj  to  spend  the  time  thus  saved  by  national  advertising 
in  the  creation  of  new  desires.  Thus  it  is  that  salesmanship  often 
becomes  directly  related  to  advertising.  The  most  ordinarv^  store 
in  the  poorest  part  of  the  city  commands  peculiar  attention  if  its 
windows  have  a  display  of  goods,  the  desire  for  which  has  already 
been  expressed  by  multitudes  in  sales,  evidenced  by  continuous 
national  advei-tising.  Because  people  are  such  inconsistent  slaves 
of  the  monarch  Habit  is  the  reason  why  persistent  advertising  is 
often  destined  to  success.  Because  many  people  who  have  once 
purchased  goods  and  tend  not  to  be  persuaded  or  reasoned  into 
the  purchase  of  a  competing  brand  is  the  verj^  reason  why  adver- 
tising should  have  within  it  that  quality  which  attempts  to  get 
people  to  act  not  only  once  and  now,  but  also  to  get  them  to  act 
persistently.  The  idea  of  a  bargain-sale  in  connection  with  a 
department  store  is  truly  creative  in  that  people  buy  those  things 
which  under  ordinary  circumstances,  apart  from  the  spirit 
"  something  for  nothing,"  they  would  never  be  tempted  to  ]^ur- 
chase.    Their  hoarding  instinct  compels  them  to  store  away  what 


LOCAL  DESIRES  AND  HABITS  261 

is  a  bargain  to-day  for  future  use.  As  an  instance,  books  might 
be  i^urcliased  at  a  sale  for  one's  own  benefit  and  aftei-wards  be 
given  away  as  j^resents  when  occasion  demands ;  whereas,  if  the 
books  had  not  been  ^lossessed  and  the  present  desire  not  ex- 
ceedino'lv  urgent,  there  mic;ht  have  been  a  tendencv  not  to  res- 
pond.  Thus,  that  which  tends  to  break  up  habits  will  be  found  in 
the  passing  of  time  not  to  represent  a  waste,  but  rather  the  crea- 
tion of  desire  passing  into  new  habits.  It  is  this  al)ility  to  adjust 
one's  self  to  these  newer  methods  of  living  and  standards  of  com- 
fort which  make  the  world  richer  in  its  possession  of  things. 

Function  of  the  Advertiser. — The  wise  advertiser  is  he  who 
constantly  studies  the  habits  of  the  mass  or  the  particular  class 
to  which  he  wishes  to  appeal.  There  are  habits  universal  and, 
again,  habits  local  in  nature.  Christmas,  Easter  and  the  separate 
seasons  are  days  which  bring  all  people  into  states  of  mind  sus- 
ceptible to  appeals  based  solely  on  habit.  For  instance,  when 
a  drug  store  emphasizes  the  Hallowe'en  season  and  fills  its  win- 
dows with  favors  and  novelties  appropriate  for  artistic  parties, 
they  are  employing  the  superstitious  side  of  our  nature  and  are 
insisting  upon  a  response  which  is  commercially  desirable.  How- 
ever, we  must  remember  that  it  is  the  complex  feeling  for  the 
weird,  unusual  and  artistic  which  urges  us  on  into  completely 
interpreting  the  feelings  which  have  been  aroused. 

Consideration  Should  Be  Give  to  Local  Desires  and  Habits. 
— As  intimated,  all  desires  which  are  local  should  always  be  re- 
garded. For  instance,  the  Southerner  does  not  consider  Christ- 
mas worth  while  without  fire  crackers.  The  Xorth  can  hardly 
sympathize  with  this  procedure,  it  only  looks  and  wonders. 
Again,  in  Philadelphia  and  Boston  there  are  appeals  which  can 
be  made  to  j)atriotism  never  possible  in  Chicago  or  Kansas  City. 
In  considering  the  media  of  a  given  locality,  the  advertiser  is 
compelled  to  determine  which  paper,  politically,  the  people  are 
buying.  Further,  he  should  know^  wdiether  the  evening  or  morn- 
ing paper  is  preferable  in  that  particular  community  in  which  he 
wishes  to  appeal  to  a  particular  class. 

The  habits  of  the  people  in  different  localities  vary,  and  yet 
each  locality  is  susceptible  to  response  if  the  right  kind  of  a 


262  DESIRE,  ILA.BIT  AND  INHIBITION 

stimulus  is  presented.  This  situation  necessitates  constant  anal- 
ysis on  the  part  of  the  advertiser.  People  are  to  be  gotten  out 
of  their  rats.  On  the  other  hand,  the  advertiser  should  con- 
stantly guard  himself  lest  he  likewise  be  caught  in  the  network 
of  habit  involving  only  a  moderate  success.  His  nature  must 
ever  be  at  war  against  the  bent  of  habit  which  fails  to  recognize 
a  constantly  changing  appeal. 

Inhibition. — Up  to  this  point  we  have  been  considering  the 
kinds  of  appeal  which  create  habit  without  suggesting  those  w^hich 
are  likely  to  retard  and  to  check  desire.  What  constitutes  inhi- 
bition or  the  checking  of  our  desires  and  habits  ?  Whenever  one 
idea  tends  to  act  upon  another  idea  so  as  to  check  action  about  to 
take  place,  we  have  what  is  known  as  inhibition.  For  instance, 
upon  reading  an  advertisement  regarding  tar  roofs  I  am  per- 
suaded that  they  will  meet  my  present  needs,  but  suddenly  I 
remember  being  compelled  to  sleep  under  one  in  summer,  and 
the  heat,  which  had  been  retained,  was  intolerable.  As  a  result 
of  this  idea,  I  tend  to  stop  action  in  my  purchase  of  tar  roofing. 
In  advertising,  one  must  be  exceedingly  careful  not  to  suggest 
such  thoughts  as  will  jirove  inhibitory.  To  suggest  qualities  of 
a  competitor  is  immediately  dividing  attention  so  that  no  single 
idea  is  left  for  action.  In  the  creation  of  desire  make  the  ad- 
vertising idea  stand  out  with  qualities  that  are  each  worthy  of 
immediate  accej)tation.  If  the  reader's  own  knowdedge  or  pre- 
vious experience  is  such  as  to  inhibit  action,  this  fact  can  often 
be  overcome  by  means  of  arg-umentation.  Do  not  allow  your 
own  manner  of  expression  to  be  of  such  a  nature  as  to  suggest 
inhibitory  ideas.  The  following  outline  suggests  features  which, 
not  2:)roperly  regarded,  introduce  inhibitory  ideas  in  advertise- 
ments : 

The  general  apj^earance  of  the  advertisements  with  regard 
to  focal  point,  eye  movement  and  arrangement  might  be  such  as 
to  displease,  and,  as  a  result,  desire  is  not  f oiTnulated. 

The  thought  expressed  might  be  such  as  to  insult  our  moral, 
religious,  political  notions,  or  our  sense  for  the  fitness  of  things. 
If  this  attitude  of  mind  has  been  aroused,  desire  is  partly  in- 
hibited. 


INHIBITION  263 

Again,  the  manner  of  stating  a  thing  might  be  clumsy  or  in- 
coherent, and  natural  laziness  is  so  great  that  whatever  desire  has 
been  aroused  is  not  strong  enough  to  obtain  action.  This  is  often 
due  to  a  lack  of  knowledge,  clearness,  definiteness,  or  force  on 
the  part  of  the  advertiser  in  writing  his  copy. 

Lastly,  the  media  in  which  the  advertisement  appears  might 
have  a  bad  rating  in  the  mind  of  the  reader  and,  although  desire 
has  been  created,  suspicion  will  tend  to  check  action. 

To  summarize,  the  creation  of  desire  is  thus  the  reason  for 
the  existence  of  advertisements.  The  advertiser  must  conse- 
quently remember  that  to  create  desire  is  his  first  work;  to 
stimulate  this  desire  into  an  act  of  purchase  is  his  second  step ; 
and,  the  possible  destruction,  elimination  or  modification  by  fair 
means  of  his  competitor's  habits  of  purchase,  is  his  third  step. 
Ul3on  the  delivery  of  good  merchandise,  habit  begins  its  opera- 
tion and  opens  up  possibilities  for  the  continuation  of  happy 
business  relations,  but  there  is  ever  the  possibility  of  a  competi- 
tor stepping  in  to  destroy  old  habits. 

QUESTIONS 

1.  Name  the  four  factors  influencing  desire. 

2.  The   advertiser's   appeal   must   be   made  to   what   two   general   classes? 

Give  the  three  requisites  every  progressive  advertiser  must  remember. 

3.  Starting  with  non-desire,  give  the  evolutionary  stages  to  possession. 

4.  Habit,  to  which  there   is  an   innate  tendency,   is   instructive.     Mention 

several. 

5.  What  are  some  inhibitory  factors  to  guard  against  in  advertising? 

0.  Mention  one  gi'eat  achievement  of  national  advertising.     Analyse  from 

the  standpoint  of  desire. 

PROBLEMS 

1.  Find  an  advertisement  in  which  the  advertiser  has  created  a  desire,  but 

not  self-interest.     Reconstruct   same  to   bring   in   this   element. 

2.  After  desire  has  been  aroused,  and,  purchase  insures  habit,   formulate 

a   brief   advertising  campaign  to   "  put  your   goods   over." 

3.  Locate  advertisements  of  a  firm's  article,  respecting  locality  differences 

and  characterize  each. 

4.  How  should  the  following  quotation  influence  a  wise  advertiser:  ''Habit 

is  the  enormous  fly-wheel  of   societ}^;   its  most  precious  conservative 
agent " ? 

5.  Illustrate   an   instance  where  you  believe  an   inhibitive  factor  to  have 

entered  advertising. 

6.  Construct  an  advertisement  appealing  to  the  two  great  propelling  forces 

of  activity. 

COLLATERAL  READINGS 
Briefer  Course  in  Psychology,  \Vm.  James,  Chapter  x. 


CHAPTER  XIX 

GETTING  THE  WILL  OF  THE  CROWD 

Advertiser's  Relation  to  the  Crowd. — Advertising  in  its  last 
analysis  is  successful  accordingly  as  it  gets  a  response  from 
crowds.  Just  as  the  individual  can  be  depended  upon  to  act  in 
connection  with  life's  j^rocesses  in  a  definite  manner  when  the 
proper  stimulus  is  presented,  as  when  a  dro^vning  man  clutches 
the  life  preseiwer  which  has  been  tossed  to  him,  so  the  mass  tends 
to  respond  definitely  when  the  right  kind  of  stimulus  has  been 
presented.  In  other  words,  there  is  a  psychology  of  the  mass 
when  stimulated  to  an  act  of  iDurchase  which  contains  factors 
often  not  essential  when  dealing  wdth  the  individual.  The  ad- 
vertiser differs  from  the  salesman  in  that  he  impersonally  ex- 
presses himself  thiai  a  medium  in  his  attempt  to  get  people  to 
purchase,  while  the  salesman  deals  directly  with  the  individuals, 
such  that  the  personal  factor  tends  to  determine  action.  And  just 
as  the  salesman  needs  to  possess  a  certain  personality  as  he  comes 
in  a  selling  touch  with  others,  so  the  advertiser  must,  in  his 
attempt  to  get  the  will  of  humanity,  analyse  the  medium  thru 
which  he  works.  In  other  words,  the  medium  must  possess  those 
factors  which,  in  their  unity,  strike  the  fancy  of  a  crowd  in  such 
a  way  as  to  suggest  responsiveness.  That  there  is  a  difference 
bet^veen  the  successful  advertiser's  point  of  view  and  the  sales- 
man's has  been  pointed  out  by  St.  Elmo  Lewis,  formerly  of  the 
Burroughs  Adding  Machine  Company,  where  his  advertising  de- 
partment permitted  tlie  salesmen  of  the  concern  to  draw  up  a  cer- 
tain amount  of  copy  for  the  Saturday  Evening  Post.  He  declares 
that  the  returns  were  quite  limited  as  compared  with  the  re- 
sponses of  those  advertisements  written  by  the  typical  advertiser. 
This  carries  out  the  general  theory  advanced  by  many,  that  the 
advertising  man,  in  his  attitude  toward  selling,  differs  consider- 
ably from  the  attitude  assumed  by  the  salesman.  The  advertiser 
must  relate  himself  to  the  movement  of  the  masses.  The  salesman 
relates  himself  to  immediate  individual  response.  Consequently, 
the  first  problem  of  everv^  advertiser  is  to  understand  the  psy- 
264 


CROWD  PSYCHOLOGY  265 

chology  of  the  mass.  His  second  effort  is  to  find  ont  whether 
or  not  his  article  has  within  it  the  possibilities  of  satisfying  legi- 
timate desire  to  the  extent  of  producing  profit  for  his  concern. 
His  third  effort  is  to  stiidv  the  mind  of  the  mass  and  to  discover 
therein  principles  of  mental  reaction  snch  that  he  can  present  his 
article  and  at  the  same  time  hope  to  receive  a  quick  response. 

Crowd  Psychology. — G.  Stanley  Lee,  in  his  most  suggestive 
book  entitled  '^  Crowds/'  has  aptly  expressed  this  idea  in  the 
following : 

"  Every  idea  we  have  is  run  into  a  constitution.  We  cannot 
think  without  a  chairman.  Our  whims  have  secretaries;  our 
fads  have  by-laws.  Literature  is  a  club.  Philosophy  is  a  so- 
ciety. Our  reforms  are  mass  meetings.  Our  culture  is  a  summer 
school.  We  cannot  mourn  our  mighty  dead  without  Carnegie 
Hall  and  forty  vice-presidents.  We  remember  our  poets  with 
trustees,  and  the  immortality  of  a  genius  is  watched  by  a  standing 
committee.  Charity  in  an  association.  Theolog}^  is  a  set  of 
resolutions.  Eeligion  is  an  endeavor  to  be  numerous  and  com- 
municative. We  awe  the  impenitent  with  crowds,  convert  the 
world  with  boards,  and  save  the  lost  with  delegates;  and  how 
Jesus  of  Nazareth  could  have  done  so  great  a  work  without  being 
on  a  committee  is  beyond  our  ken.  What  Socrates  and  Solomon 
would  have  come  to  if  they  had  only  had  the  advantage  of  con- 
ventions it  would  be  hard  to  say;  but  in  these  days,  when  the 
excursion  train  is  applied  to  wisdom ;  when,  having  little  enough, 
we  try  to  make  it  more  by  pulling  it  about ;  when  secretaries  urge 
us,  treasurers  dun  us,  progTams  unfold  out  of  every  mail — where 
is  the  man  who,  gaiileless-eyed,  can  look  in  his  brother's  face ;  can 
declare  upon  his  honor  that  he  has  never  been  a  delegate,  never 
belonged  to  anything,  never  been  nominated,  elected,  imposed  on, 
in  his  life  ?    .    .    . 

'^  What  this  means  with  regard  to  the  typical  modern  man 
is,  not  that  he  does  not  think,  but  that  it  takes  ten  thousand  men 
to  make  him  think.  He  has  a  crowd  soul,  a  crowd  creed.  Charged 
with  convictions,  galvanized  from  one  convention  to  another,  he 
contrives  to  live,  and  with  a  sense  of  multitude,  applause,  and 
cheers  he  warms  his  thoughts.     When  they  have  been  warmed 


266  GETTING  THE  WILL  OF  THE  CROWD 

enough  he  exhorts,  dictates,  goes  hither  and  thither  on  the  cmtch 
of  the  crowd,  and  pLaces  his  crutch  on  the  world,  and  pries  on  it, 
if  perchance  it  maj  be  stirred  to  something." 

Crowds  Manifest  Different  Qualities  cf  Action. — Uncon- 
scious Eesponse. — In  studying  the  particular  qualities  possessed 
by  the  crowd  with  respect  to  the  different  kinds  of  action,  the 
following  should  be  considered:  first,  unconscious  response; 
second,  impulsive  action ;  third,  deliberate  action. 

To  get  people  to  act  unconsciously  is  one  of  the  gTeat  pur]3oses 
of  advertising.  It  is  this  particular  quality  injected  into  any  ad- 
vertising campaign  which  shows  the  faith  element  of  the  adver- 
tiser, and  constitutes  a  factor  which  can  never  be  positively  deter- 
mined. It  is  the  factor  in  any  campaign  which  is  reckoning  on 
the  future,  and  it  is  a  factor  which  is  often  left  out  of  considera- 
tion by  the  narrow-minded  business  man.  Advertising,  in  relation 
to  the  crowd,  then,  in  its  largest  sense,  is  building  up  that  kind  of 
attitude  on  the  part  of  the  masses  which  easily  paves  the  way  for 
a  ready  response  in  the  purchase  of  goods.  For  instance,  as  is 
often  the  case,  your  gTocer  does  not  happen  to  have  in  stock  the 
particular  kind  of  goods  for  which  you  have  asked,  and  goods  of 
another  brand  have  been  sent  to  you.  Although  you  had  not 
asked  for  them,  they  were  received  without  a  word  of  complaint. 
Why  ?  Partly  because  their  name  had  become  so  familiar  that  it 
was  not  a  stranger  to  you,  and  also  because  your  dealer,  in  whom 
you  had  always  had  a  great  confidence,  had  recommended  them  to 
you  by  an  act  of  this  kind.  The  combination  of  these  circum- 
stances compelled  acceptance  on  your  part  without  hesitation. 
'Now,  if  the  goods  in  large  measure  fulfilled  any  kind  of  expec- 
tancy that  you  had  previously  had,  your  experienced  familiarity, 
thru  general  advertising,  would  at  least  start  competition,  not 
only  with  the  article  with  which  you  had  become  thoroughly 
familiar,  but  with  the  same  article  of  other  manufacturers.  Con- 
stantly advertising  your  particular  goods,  in  a  rdanner  which 
suggests  constructive  judgments  on  the  part  of  readers,  is 
destined  in  the  long  run  favorably  to  encourage  sales.  We  must 
remember  that  people  as  a  mass  are  not  scanning  the  papers  with 
a  view  of  memorizing  the  different  advertisements  for  possible 


DIFFERENT  QUALITIES  OF  ACTION  267 

future  sales.  However,  when  a  particular  kind  of  advertisement 
has  heen  rej^eatedly  forced  ui)on  the  attention,  the  very  nature  of 
our  mind  compels  its  final  rect>gnition,  either  unconsciously  or 
consciously.  As  we  have  intimated  in  our  definition  of  advertis- 
ing, it  is  natural  for  people  to  respond  to  educational  intei^iireta- 
tions  of  life's  experiences.  ^Mien  tlie  advertiser  stands  before 
the  masses  to  teach  them  regarding  that  which,  in  the  natural 
process  of  development,  will  inevitably  bring  to  them  greater 
convenience,  happiness,  or  an  improved  environment,  there  is  the 
possibility  of  some  attention.  The  economic  processes  of  life  will 
insist  that  the  mass  be  allowed  to  enjoy  tliat  which  they  greatly 
desire.  Advertising,  then,  in  its  broadest  influence  in  dealing 
with  the  masses  relates  itself  to  every  process  of  business  activity. 
The  salesman,  the  show  window,  the  retailer,  the  wholesaler, 
— each  has  a  judgiiient  in  connection  with  the  selling  problem 
modified  in  some  form  or  other  by  the  influence  of  advertising. 

Impulsive  Action. — The  storekeeper  who  has  his  goods  dis- 
l^layed  so  as  constantly  to  remind  the  purchaser  of  these  articles, 
has  aided  tlie  building  up  of  impulsive  tendencies  on  the  part  of 
his  customer  to  purchase  those  i:)articular  goods.  It  is  related 
that  a  certain  man  entered  an  auction  sale  hall  and  immediately 
began  bidding  upon  what  he  thought  was  a  Waterman  fountain 
l^en.  He  purchased  it  for  35  cents.  When  he  received  the  pen, 
however,  and  saw  its  real  name,  '^  Waterouse,"  his  disappoint- 
ment passed  into  that  of  chagTin.  The  auctioneer,  either  thru  de- 
fective speech,  if  we  are  to  give  him  ever\^  benefit  of  the  doubt, 
or  by  means  of  a  slightly  deficient  trickiness  of  pronunciation, 
had  created  a  wrong  impression.  And  although  that  person  had 
never  used  a  Waterman  pen,  what  was  it  that  made  bidding  upon 
this  particular  pen  irresistible  ?  It  was  no  other  than  the  ad- 
vertising knowledge  of  a  Waterman  pen.  A  pen  of  an  unfamiliar 
name  would  not  so  readily  have  suggested  an  impulsive  bid. 

Deliberate  Action. — The  third  tj^oe  of  action  on  the  part  of 
people  is  characterized  by  deliberation.  It  might  be  analyzed  as 
follows :  first,  the  individual  about  to  purchase  has  two  or  more 
articles  in  mind;  second,  he  possesses  intelligence  enough  to 
make  the  choice ;  third,  he  has  the  freedom  to  act  in  that  pur- 


268  GETTING  THE  WILL  OF  THE  CROWD 

chase.  Xow,  if  advertising  in  its  largest  sense  has  created  a 
vogTie  such  that  his  desire  has  hecome  that  of  self-interest,  deliber- 
ation implies  that  he  immediatelv  ask  the  question:  Which  of 
these  several  articles  is  most  desirable  ?  A  single  advertisement 
mav  arouse  desire  for  a  life  insurance  policy,  but  it  is  only  when 
two  or  more  have  been  considered  and  the  choice  made  that  this 
act  might  be  characterized  as  deliberate.  "With  only  one  object 
to  choose  from,  the  idea  of  freedom  is  eliminated ;  it  is  the  mere 
necessity  of  circumstances,  possibly  based  on  impulse  or  instinct, 
that  considers  the  sale.  Moreover,  it  is  this  weighing  and  con- 
sidering which  make  what  we  might  term  voluntaiy  advertis- 
ing necessary.  Consequently,  when  a  new  article  is  competing 
with  others,  in  the  sense  that  a  vogTie  for  that  article  has  al- 
ready been  created,  it  becomes  necessary  that  your  specific 
article  be  impressed  upon  the  mind  of  the  mass  as  being  more 
desirable  or,  at  least,  just  as  valuable,  as  the  other.  This  kind 
of  advertising  must  properly  interpret  the  article  to  people  in 
temis  of  reason  and  persuasion.  That  advertisement  which 
adheres  most  rigidly  to  these  processes  should  meet  with  a  greater 
response,  provided  reason  is  proven  to  be  the  basis  of  comparison. 
So  far  as  the  mass  is  concerned,  deliberate  action  generally  re- 
lates itself  to  such  articles  as  are  of  high  cost  and  the  purchase 
of  which  takes  place  only  once  or  twice  within  a  lifetime;  for 
instance,  the  purchase  of  an  automobile,  a  life  insurance  policy, 
a  home,  a  piano,  bath  room  furnishings,  expensive  rugs,  clocks, 
etc.  In  other  words,  when  a  large  expenditure  is  likely  to  be 
involved  in  the  transaction,  our  economic  sense  tends  to  check 
impulsive  or  instinctive  action.  While  the  single  advertisement 
might  have  aroused  desire  for  a  specific  article,  when  reason  is 
working  in  the  mind  of  the  mass,  that  article  will  be  purchased 
which  has  an  intellectual  appeal  in  it  and  which  demonstrates 
the  superiority  of  itself  over  another. 

Thus  the  mind  of  the  mass  in  connection  with  any  article  or 
proposition,  from  the  advertiser's  point  of  view,  is  often  to  give 
fortli  an  unconscious  response  to  a  proposition  or  a  so-called  im- 
pulsive purchase.  The  copy  should  be  so  written  as  to  meet  the 
demands  of  that  group  which  he  is  deliberately  considering. 


KINDS  OF  TEMPERAMENT  269 

Temperament  of  Class  Modifies  Means  of  Approach. — But 

we  cannot  accnrately  calculate  the  response  of  humanity  in 
mathematical  temis.  We  have  come  to  realize  that  humanity  is 
not  always  dominated  hy  a  purely  intellectual  interpretation  of 
things.  On  the  other  hand,  humanity  demands  a  semblance  of 
logic.  It  is  tlie  ability  to  meet  these  uncertain  issues  and  yet 
obtain  results,  which  fascinates  the  successful  advertiser.  He 
begins,  then,  to  recognize  that  there  are  different  types  of  hu- 
manity. Moreover,  each  type  needs  an  analysis  with  respect  to 
its  peculiar  tendency  of  response.  For  instance,  all  of  hu- 
manity does  not  tend  to  respond  to  the  same  kind  of  intellectual 
aj:>peal.  There  are  those  minds  which  are  captivated  w4th  a 
simple  statement  of  fact,  scientific  in  nature.  Another  type  is 
lured  on  by  a  figurative  interpretation  involving  reason.  There 
is  a  class  which  wishes  feeling  alone  to  be  emphasized.  The 
psychologist  has  outlined  four  classes  of  people  w^hich  are  sug- 
gested as  an  aid  in  an  analysis  of  any  group  of  people.  If  a 
particular  article  is  adapted  to  a  specific  group,  that  group  must 
possess  mind  tendencies  of  appreciation  which  demand  a  specific 
form  of  approach.  Consequently  w^hat  we  have  to  say  regarding 
an  article  or  j)roposition  should  be  partly  modified  by  a  realiza- 
tion of  the  temperament  of  the  class  approached.  Let  us  con- 
sider each  of  the  four  temperaments. 

Kinds  of  Temperament. — Sanguine  Temperament. — First 
there  is  the  sanguine  temperament,  which  is  impulsive  and  im- 
pressionistic in  its  response  to  a  stimulus.  If  this  class  is  to 
be  won  it  must  be  made  to  feel  the  significance  of  the  usefulness 
of  a  thing  at  the  present  moment.  Full  of  feeling  and  hopeful- 
ness themselves,  they  respond  quickly  to  the  suggestions  of  the 
present,  but  they  likewise  proceed  to  forget  their  past  experiences. 
Xot  only  are  they  susceptible  to  this  impressionistic  copy,  but 
they  are  susceptible  to  the  command  of  the  present  moment,  pro- 
vided the  proposition  is  emphasized  as  one  which  is  timely  in 
nature  and  which  has  immediate  demand.  For  instance,  if 
a  railroad  company  wishes  to  increase  its  railway  transpor- 
tation business,  it  is  likely  to  picture  one  of  the  resorts  in 
Maine  as  highly  desirable.    The  copy  written  for  this  class  should 


270 


GETTING  THE  WILL  OF  THE  CROWD 


tend  to  suggest  sending  immediately  for  a  descriptive  booklet. 
However    Yig.  6i,  the  TA'j:  Ben  advertisement,  is  in  its  entire 


If  you'd  rise  early,  just  say  when 
And  leave  your  call  with  him.  Big  Ben 


DOWN     in    our    hearts 
we're     punctual     men 
but  we  can't  help  over- 
sleeping  now    and  then   any 


more  than  we  can  help  talking 
in  our  sleep. 

For  man  is  only  partly  con- 
scious when  he  first  opens  his 
eyes  after  a  heavy  sleep. — He 
needs  help  to  get  wide  awake 
at  once.  He'd  get  up  on 
time  if  he  only  realized  the 
time. 


Bi?  Ben  makes  him  realize  it. — You 
can  try  for  yourself.  Go  to  s'e-^p  and 
sleep  your  best.  Foreet  the  r\s\nz  hour. 
Hell   call   you   on  the  doc  at  any  time 

you  say. 

And  if  you  roll  over  and  try  just  one 
more  nap,  he'll  remind  you  firmly  that 
it  is  breakfast  time  and  keep  on  calling 
until  you're  wide  awake. 

If  you  sleep  heavily — and  you  very 
likely  do,  if  yoa  are  a  heavy  worker — 
see  &g  Ben  aX  your  jeweler  to-morrow. 
Hi?  price  is  S2.50  anywhere.  He's  sold 
hy  16.000  watchmakers,  but  if  you  can- 
not Snd  him  at  yours,  a  money  order 
sent  to  M-'estclox,  La  Salle,  Illinois,  will 
bring  hini  to  you  express  charges  prepaid. 


^2.50 


Sold  by  Jewelers.     Three  Dollars  in  Canada. 


Fig.  G4.— Aopealing  to  the  sanguine  class  of  humanity.  The  object  of  the  advertise- 
ment is  to  make'one  led  "at  the  present  moment"  that  this  clock  is  the  only  one  woitti 
possessing.     Contrast  with  Fig.  69. 

spirit  such  as  to  make  one  feel ''  at  the  present  moment ''  that  this 
clock  is  the  only  one  worth  having.    We  enter  immediately  into 


^ 

iH 


Take 
Your  , 

Vac  at  id  n 
at  our 

Expense 


It  matters  little  where  you  wish  to  spend 
your  vacation -at  the  seashore,  in  the  moun- 
tains, camping,  or  in  Europe— let  us  pay  the  bill. 
Our  Vacation  Money  Plan  is  quick  in  action  and  sure  m 
results.  It  calls  for  your  spare  time  or  your  whole  time,  just  as 
you  prefer^  It  can  be  successfully  applied  by  any  man  or  woman,  young 
or  old^  No  previous  experience  is  necessary;  no  cash  investment  is 
needed.      You  begin  to  make  money  right  at  the  start. 

WewillpayyoualiberalSalaryandCommissiontolook  after ourbusinessin- 
-^|k      *^'^^^*5'"yo"'' community.  The  work  is  interesting.dignified  and  healthful. 
Simply  sign  the  coupon,  tear  it  off  and  mail  it  to  us.     The  sooner 
you  sign  and  send,  the  more  you  will  have  to  spend. 

Sign  the  coupon  now  for  a  pocketful  of  vacation  money. 


Good  Housekeeping  Magazine 

1 19  West  40th  Street  New  York  City 


Fig.  65.— Likewise  appo.-iling  to  the  san-nine  class  of  huraanity.     The  object  of  the  adve> 
tisement  is  to  stimulate  immediate  action.  J  ^"^  "^  ^^^  aa^e> 

271 


272  GETTING  THE  WILL  OF  THE  CROWD 

the  spirit  of  Big  Ben  and  are  tempted,  if  we  do  not  possess  one,  at 
least  to  consider  its  purchase.  This  advertisement  should,  from 
the  sanguine  viewpoint,  have  within  it  a  sentence  or  two  which 
relates  itself  even  more  directly  than  it  does  to  the  immediate 
present. 

Fig.  65  is  an  aj^peal  to  the  present  in  a  manner  which  compels 
immediate  action.  This  advertisement  would  he  lost  to  many 
readers  were  not  action  to  the  reader  suggested.  It  can  readily 
enough  he  seen  that  a  positive  command  must  characterize  the 
spirit  of  a  so-called  timely  advertisement.  The  sanguine  type 
should  then  have  such  appeals  as  suggest  immediate  action.  It 
will  he  observed  that  these  people  are  subject  to  all  kinds  of 
suggestions  from  the  outside  world.  They  are  almost  entirely 
objective  in  their  attitude  toward  life.  Hence  they  tend  to  be 
moved  into  feeling  through  an  outward  immediate  stimulus. 
Sentiment  is  the  factor  which  tends  to  create  an  impulsive  res- 
l^onse  on  the  part  of  this  group. 

Melancholy  Temperament, — The  second  type  of  humanity 
which  needs  consideration  is  that  kno^vn  as  the  melancholy  class. 
These  peoj^le  are  introspective  in  their  attitude  toward  life, 
rather  than  objective.  Opportunity  for  the  betterment  of  self, 
and  likewise  an  appeal  to  the  possibility  of  being  more  valuable 
to  the  world,  are  characteristics  of  these  people.  "  I  will,''  ^^  I 
can,"  '^  I  ought "  are  governing  factors  in  their  decision  of  what 
they  desire.  Xow  it  must  be  borne  in  mind  that  melancholic  does 
not  mean  pessimistic,  but  rather  a  type  of  mind  which  seriously 
considers  the  individual  in  his  ethical  relations  to  human  experi- 
ence. These  are  likely  to  be  governed  more  by  ideality  than  in- 
tense practicability. 

Fig.  66  is  an  advertisement  gotten  out  by  the  Sheldon  School, 
and  is  typical  of  the  spirit  which  is  appreciated  by  those  who 
are  conscientious  with  respect  to  their  i^ersonal  development. 
Here  the  average  young  man  is  pictured  as  in  a  most  critical 
situation.  A  suggestion  that  help  is  to  be  obtained  is  emphasized 
within  the  text  which  accompanies  the  illustration.  Those  who 
have  a  tendency  toward  self-improvement,  who  wish  to  rise  in  tlie 
concern  of  which  they  are  a  part,  or  those  who  have  a  feeling  of 


You  Must  Go 
Up  or  Down! 

That  fact  admits  of  no  argument.  If  to- 
day you  are  not  progressing— going  toward 
greater  tlnngs,  bigger  salary,  greater  success 
—you  are  in  the  same  peril  as  a  man  who 
dings  desperately  to  a  rope  suspended  in 
mid  air.  You  can't  hold  the  same  grip.  You 
have  got  to  assert  the  power  within  you  and 
pull  yourself  upward,  or  slip  down  into  the 
class  of  ''Nobodies." 

But  you  have  the  power  to  go  up.  It  is 
within  you  but  you  must  be  shown  how 
to  discover  it  —  to  develop  it  and  make  it 
brmg  you  more  money— increases  with- 
out limitation. 

Ask  Sheldon  How 


Nearly  60,000  men,  in  all  walks  of  life,  who  have 
lound  their  grip  slipping  have  discovered  the 
power  and  means  of  success  with  the  aid  of  the 
bhe  don  Courses  in  Salesmanship  and  Business 
iJuilding.     You  can  do  the  sume—NOlV. 

In  your  spare  moments  you  can  master  the 
tundamentals  of  the  science  that  compels  men 
to  recognize  your  real  value.  You  can  system- 
atize and  coordinate  your  mental  powers,  the 
etticiency  of  which  determines  your  earning  ca- 
,pacity.  If  you  are  an  employer,  you  can 
mcrease  your  profits    by    Sheldon's   courses. 

Send  for  Sheldon  Book— FREE! 


The  attached  coupon  or  a  letter  or  postal 
card  will  bring  you  a  copy  of  the  Sheldon 
Book  free  of  all  expense.  The  contents 
will  be  a  revelation  to  you.  Don't  fail  to 
write.     Start  climbing  upiuard  today. 

The  Sheldon  School 

Gunther  Bldg.,  Chicago,  III  ^^ 


J    The  Sheldon  School 

I        413  Gunther  Bldg.,  Chicago,  IlL 

I 
I 

I 

• 


Please  send  me  free  copy  of  the  Shel- 
don Book  and  full  information  regard- 
ing the  Sheldon  course. 


Fig.  66.-Appealing  to  the  melancholy  class  of  humanity.    The  object  of  the  advertise- 
ment  is  to  stimulate  personal  development. 


18 


273 


274 


GETTING  THE  WILL  OF  THE  CROWD 


constant  failure,  or  who  underestimate  their  value  to  the  com- 
munity,— these  are  the  people  appealed  to.  The  International 
Corresj^ondence  School  in  its  advertising  appeals  largely  to  this 
particular  temperament. 

Choleric  Temperament. — The  third  type  of  mind  as  mani- 
fested in  certain  classes  of  people  is  that  known  as  the  choleric 
temperament.  If  the  given  gToup  can  be  characterized  as  pos- 
sessing a  certain  spirit,  this  group  forcibly  expresses  itself  in 

the  motto  ^^  I  want  what  I 
^^  want    when    I    want    it.'' 

This  is  the  temperament  of 
almost  impulsive  action 
and  is  essentially  the  char- 
acteristic will  of  the  busi- 
ness man.  This  type  of 
man  is  prompt,  intense, 
impetuous  and  selfish.  He 
tends  to  lack  sj^mpathy 
with  others  in  his  present 
individualistic  longing  for 
conquest.  In  contrast  wdth 
the  melancholic  man,  he 
lives  in  the  present  and  is 
moved  to  action  by  out- 
ward events.  The  choleric 
individual  differs  from  the 
sanguine  in  that  pure  and 
often  selfish  reason  tends 
to  govern  him  in  his  choice 
of  things.  Sentiment  is  always  the  thing  to  be  kept  in  the  back- 
ground and  is  to  be  employed  only  as  he  has  been  successful  in  the 
carrying  out  of  some  transaction.  Intensity  of  purpose  is  a 
marked  characteristic  which  results  in  a  life  not  as  broad  as  it 
might  be.  This  man  is  interested  in  things  which  bring  personal 
ease  and  comfort. 

Anything  which  overcomes  friction  and  annoyances,  either  in 
his- home  or  in  business,  is  welcome.    He  is  in  life  for  the  money 


oaves 

Time — Ready  cooked — instantly 

available    for     preparing     many 

dishes. 
Trouble — No  inconvenience — 

no  soaking — no  picking — no 

boiling — 
Money — Nothing  but  fish — no 

bones — no  w^aste — no  spoilage — 

B.  &  M.  Fish  Flakes  are  caught  in  the  deep 
cold  sea  waters— cleaned-  cooked— slightly 
salted— placed  in  parchment  lined  con- 
tainers—Not a  speck  of  preservative  used. 

Burnliam  <&  Morrill 
Fish  Flakeg 


Fig.  67 
humanity, 
type. 


—Appealing   to   the   choleric    class   of 
Our  business  men  are  usually  oi  this 


PHLEGMATIC  TEMPERAMENT  275 

that  can  be  gotten  out  of  it,  and  with  his  money  he  awaits  a 
reasonable  appeal  for  speculation  and  investment,  all  of  which 
tend  to  glorify  his  own  personal  achievements.  Fig.  67,  the 
Burnham  &  Morrill  advertisement,  is  an  appeal  to  this  idea,  while 
Fig.  68  likewise  offers  the  banishment  of  worry  for  this  parti- 
cular class. 

Phlegmatic  Temperament. — The  fourth  type  is  that  known 
as  the  phlegmatic  temperament.     These  people  are  so  slow  as  to 


Going  to  Los  Angeles? 

You  can  banish  a  world  of  worry  if  you 
will  put  yourself  in  touch  with  the 

L©s  Anseles  E^aimiimer's 


508  S.  Broadway,  Los  Angeles,  Calif. 

Write  or  wire  the  Bureau  explaining  the  kind  of  hotel,  apartment,  bungalow 
or  room  and  board  accommodations  you  want — in  this  way  it  will  be 
an  easy  matter  for  you  to  secure  a  congenial  location  without  delay. 
Also  have  your  mail  addressed  in  care  of  the  Bureau,  which  is  located 
in  the  heart  of  the  shopping  and  hotel  district. 

When  you  arrive,  call  at  the  Bureau  for  Information  concerning 
all  California  Resorts  and  Places  of  Interest. 

The  service  is  absolutely  free  to  everyone. 


Fig.  68. — Likewise  appealing  to  the  choleric  class. 

lack  practical  effectiveness.  AMiile  they  employ  reason,  their 
deliberation  is  so  long  that  a  person  of  another  temperament  has 
"  bounded  and  possibly  hit  the  mark.''  Your  advertisements 
affect  them — yes.  They  see  them  all,  but,  you  must  wait  their 
own  time  for  deliberative  action. 

Fig.  69  is  an  excellent  advertisement  which  illustrates  the 
spirit  of  this  particular  temperament.  While  the  copy  is  con- 
servative, descriptive  and  pleasing,  yet  there  is  not  within  it 


276 


GETTING  THE  WILL  OF  THE  CROWD 


that  factor  whicli  tends  to  cause 
appeal.     The  spirit  of  this  advei 


Precise  ^W  Kindly 

Counsellor 

in  the  ordering 

^y^your  life 

The  Seth  Thomas  Bronze 
Doric  measures  the  fleeting 
minutes  with  unwavering 
fidelity.  Its  simple  design 
is  representative  of  the  at- 
tractive Doric  type  of  archi- 
tecture.  Musical  West- 
minster chimes,  Westmin- 
ster and  Whittington 
chimes  or  a  single  Cathe- 
dral bell  announce  the  hour 
divisions.  The  movement 
boasts  the  name  Seth 
Thomas— a  pledge  of  honest 
merit  for  a  hundred  years. 
Your  jeweler  will  gladly 
show  you  the  Bronze  Doric 
and  other 

SethThomas 

Clocks 

SETH  THOMAS  CLOCK  CO. 

.15  Maiden  Lane,  New  York  City^ 

Establiihed  iS/J 


an  immediate  response  to  its 
'tisement  is  the  spirit  of  the 
common  sense,  slow 
working,  p  h  1  e  g  - 
matic  class.  It 
will  be  noticed  in 
comparing  this  ad- 
vertisement with 
the  Big  Ben,  what 
a  difference  there 
is  in  the  personal 
feelings  which  are 
aroused.  Xever- 
theless,  this  kind 
of  an  advertise- 
ment constantly  re- 
peated, adjusting 
itself  to  our  sense 
of  propriety,  will 
make  an  impres- 
sion; though  it  is 


to  be  doubted 
whether  Fig.  69 
will  ever  have  the 
same  drawing 
force  as  one  which 
combines  this  par- 
ticular interpreta- 
tion of  the  phleg- 
matic tempera- 
ment  with  that  of 
another. 

Advertising  Ap- 
peal Should  be 
Universal. — X  o  w 
it  must  be  borne  in  mind  that  people,  generally,  are  not  to  be  put 
into  one  of  the  above  mentioned  classes,  as  you  would  sort  apples 


Fig.  69. — Appealing  to  the  phlegmatic  class  of  humanity. 
The  copy  is  conservative,  descriptive,  and  pleasing,  still  it 
UcKs  force  which  stimulates  immediate  action. 


ADVERTISING  APPEAL  SHOULD  BE  UNIVERSAL         277 

for  barreling.  It  cannot  be  done.  Humanity  in  mass  has  charac- 
teristics of  all  classes,  but  there  is  one  temperament  toward  which 
each  individual  tends,  and  it  must  likewise  be  remembered  that 
each  article  which  appears  in  the  field  of  commerce  has  within 
it  that  quality  Avhich  appeals  more  to  a  certain  class  of  people 
than  another.  It  remains  for  the  advertiser  to  recognize  the 
different  types  and  to  change  his  advertisements  from  time  to 
time,  so  tliat  as  many  classes  as  possible  are  reached  by  his  varied 
appeals. 

Another  factor  to  consider  regarding  our  appeal  to  will,  thru 
desire,  is,  that  our  desires  change  from  one  period  of  time  to  an- 
other. The  natural  unfolding  of  life  from  year  to.  year,  from 
youth  to  the  responsibilities  of  a  married  career  are  such  as  to 
give  us  a  desire  for  things  tliat  were  formerly  never  considered. 
To  meet  these  increasing  experiences,  demands  that  advertisers 
change  their  form  of  copy.  Each  advertisement  must  have  a 
vital  meaning  for  some  one,  and — who  this  some  one  is — should 
be  thoroughly  understood  by  the  advertiser.  If  the  goods  them- 
selves are  not  what  they  should  be,  not  up  to  the  advertised 
standard  of  the  particular  class  appealed  to,  failure  will  be  the 
inevitable  outcome.  The  advertiser  must  satisfy  the  desires  of 
the  particular  classes  accordingly  as  he  has  aroused  their  desires. 
There  is  a  difference  in  the  responses  of  men  and  women  to 
the  affairs  of  life.  Temperamentally,  and  generally  speaking, 
women  are  the  first  two  classes  named.  Women  are,  conse- 
quently, led  into  the  choice  of  things  by  an  appeal  to  their  sen- 
timent or  personal  experience.  If  once  desire  has  been  aroused, 
price  does  not  seem  to  check  them  in  their  choice  of  a  thing,  and 
what  seems  to  assist  them  in  completing  their  ideal  is  the  thing  to 
be  gotten. 

In  advertising  in  connection  with  the  masses  one  must  be 
exceedingly  careful  not  to  suggest  such  thoughts  as  will  prove  in- 
hibitory. To  suggest  qualities  of  a  competitor  is  immediately 
di\ading  the  attention  so  that  no  single  idea  is  left  for  action. 
]\Iake  your  idea  so  stand  out  thru  specific  copy  that  qualities  are 
pre-eminently  worthy  of  immediate  acceptance.     If  the  reader's 


278  GETTING  THE  WILL  OF  THE  CROWD 

own  knowledge  is  such  as  to  inliibit  action,  this  fact  can  be 
remedied  slightly  by  argumentation,  but  do  not  allow  your  own 
manner  of  expression  to  be  of  such  a  nature  as  immediately  to 
suggest  inhibitory  influences. 

QUESTIONS 

1.  Scientifically   analyse  the   requisites  every   advertiser   must   respect   as 

regards  the  "  Mass."     Discuss  '*  Crowd  "  psychology. 

2.  What  are  the  three  responses  to  which  the  advertiser  may  appeal? 

3.  When  does   deliberation   check  impulsive  or  instinctive  action?      Choice 

implies  freedom  to  differentiate.     Question  its  validity. 

4.  Discuss  the  difference  in  method  of  appeal  between  the  advertiser  and 

the  salesman. 

5.  State  the  advantages  of  the  educational  quality  in  advertisements. 

6.  Name  the  four  distinct  types  found  in  society  and  characterize  the  tem- 

perament of  each.     To  which  of  these  classes  do  women  usually  belong  r 

7.  Is  there  a  diff'erence  between  the  melancholic  and  the  pessimistic  typp  of 

individual  ? 

PROBLEMS 

1.  In  a  show  window  there   are  constantly  advertised  the  same  articles. 

What  type  of  action-response  is  this  building  up?     Mention  such  an 
incident. 

2.  Present  twelve  advertisements  which   distinctly   appeal  to  each  of  the 

temperaments. 

3.  Construct  two  advertisements  which  illustrate  the  objective  and  phleg- 

matic type. 

4.  Illustrate  by  advertisements  that  desires  change  with  age  and  experience. 

5.  Find  an  advertisement  in  which  you  feel  that  there  is  some  inhibitory 

element. 

6.  In   fultiiling  your   order  the  druggist  has   sent  you   Colgate's   Shaving 

Powder  rather  than  Mennen's,  for  which  you  asked.    Discuss  the  adver- 
tising significance. 

7.  Construct  your  advertisements  selling  the  same  article  to  each  of  the 

four  temperaments. 

8.  Name  articles  or  propositions  which  seem  particularly  adaptable  to  each 

of  the  four  temperaments. 

COLLATERAL  READINGS 

Esthetic  Education,  Chas.  DeGarmo,  Chapter  vii,  "  Formal  Orders  of 

Beauty." 
Crowds,  G.  Stanley  Leie,  (A  most  suggestive  work  for  every  advertiser). 


CHAPTER  XX 
THE  ENGLISH  OF  ADVERTISERS— ESSENTIAL  ELEMENTS 

Function  of  English  in  Advertising. — The  ultimate  end  of 
advertising  is  to  obtain  the  public's  buying  judgment  for  an 
article  or  proposition.  AVhile  an  illustration  without  reading 
matter  often  carries  conviction  in  creating  desire,  nevertheless, 
a  large  part  of  the  power  of  advertisements  consists  in  the  ideas 
forced  by  means  of  tlie  varied  uses  of  English.  The  mere  fact 
that  a  statement  appears  in  print  becomes  to  many  an  eloquent 
appeal  for  truth.  This  class,  however,  is  comparatively  limited, 
yet  it  serves  to  show  the  force  of  the  printed  word.  Again, 
recognizing  that  advertising  is  a  force  which  demands  results,  it 
is  found  that  advertisers  may  be  twofold  in  classification:  one 
class  whose  writers  have  eloquent  power  of  expression,  definition 
and  description,  but  who  fail  to^get  retui*ns;  while  the  other 
group  is  composed  of  those  who  compel  attention  and  incite 
action  on  the  part  of  the  reader.  It  is  the  man  of  action,  one 
who  can  get  the  maximum  of  returns  with  minimum  amount  of 
effort,  who  is  being  sought  after  by  the  business  world.  The 
ideal  advertiser,  then,  must  have  the  ability,  through  his  written 
word,  to  make  things  happen  as  certainly  as  though  specific 
orders  had  been  sent  into  the  firm  by  its  salesmen. 

The  Fundamental  Qualities  of  a  Progressive  Advertiser. — 
The  fundamental  qualities  of  a  progressive,  successful 
advertiser,  including  the  written  English  essentials,  then,  are 
personal  sincerity  and  adaptability,  belief  in  one's  house  and 
proposition,  and  a  written  sty\e  characterized  by  clearness,  force, 
and  precision.  If  these  characteristics  are  based,  in  each  in- 
stance, on  the  kind  of  truth  which  emphasizes  the  merit  of  an 
article  or  proposition,  and  which  leads  the  reader  to  think  of  this 
pewer  thing  favorably,  it  is  only  a  more  competent  competitor 
who  is  to  be  feared. 

The  important  question  for  each  young  advertiser  is:  How 
may  I  become  possessor  of  tliose  qualities  which  unite  to  create 
productive  copy  ?  It  is  an  answer  to  this  question  which  should 
rivet  his  attention  at  the  very  beginning  of  an  advertising  career. 

279 


280     ENGLISH  OF  ADVERTISERS— ESSENTIAL  ELEMENTS 

Advertising,  analyzed  from  the  consumer's  viewpoint,  is  an  art 
The  advertiser  has  studied  j^rinciples  in  order  that  they  may  be 
put  into  actual  use.  Xow  an  artist  is  hirgely  successful  accord- 
ingly as  he  lives  in  the  spirit  of  his  work.  "  The  letter  killeth 
but  the  spirit  maketh  alive  "  is  as  applicable  to  tlie  art  of  ad- 
vertising as  to  any  other  phase  of  human  experience.  The  ad- 
vertiser must  live  in  the  spirit  of  the  article  which  he  is  to 
present  to  the  public.  The  details  and  associated  ideas  of  it 
should  become  a  part  of  his  mind-fabric.  His  attitude  should 
be  creative  in  nature,  and  it  should  be  the  thought  of  giving  an 
original  interpretation  teeming  with  the  spirit  of  life  that  is  to 
be  considered  primarily,  rather  than  mere  technique.  Never- 
theless, every  advertiser  should  understand  the  principles  in- 
volved in  the  writing  of  clear,  forceful  and  precise  English.  The 
more  these  principles  are  instinctively  correlated  in  attempting 
to  interpret  an  advertising  idea,  the  easier,  more  natural  and 
effective  the  advertising  copy  is  likely  to  be. 

Every  successful  written  advertisement  is  reducible  to  certain 
clearly  defined  principles,  and  for  these  to  become  a  factor  in 
creative  writing  implies  an  effective  appeal. 

Each  Business  has  Its  Own  Peculiar  Vocabulary. — An  ex- 
amination of  a  large  number  of  advertisements  relative  to  the 
sale  of  different  automobiles  shows  that  the  choice  of  words  used 
by  each  tends  to  be  similar.  This  is  true  when  considering  the 
vocabulary  of  a  given  article  as  a  whole.  Each  particular  busi- 
ness, however,  has  it  peculiar  vocabulary.  In  connection  with  a 
given  article  there  are  also  certain  expressions  peculiar  to  that 
trade.  It  is  the  duty  of  the  advertiser  to  study  each  possible  ex- 
pression in  the  description  or  explanation  of  tlie  goods  to  be  sold. 
When  one  has  gotten  his  spirit  in  harmony  with  the  article  to  be 
sold,  then  the  discriminated  expression  must  come.  When  he  finds 
it,  he  is  conscious  of  its  appropriateness  and  he  tends  to  like  it; 
and  when  he  tells  others,  they,  too,  will  fancy  it.  ^Mien  an  ad- 
vertiser is  really  original,  his  choice  of  words  in  the  description 
of  a  thing  is  strong  and  different  in  contrast  to  one  who  lacks 
creativeness.  Moreover,  it  is  not  only  choice  of  words  which  is 
important,  but  the  particular  viewpoint  selected  for  the  public's 
approval.    Thus  to  know  what  constitutes  the  best  talking  point; 


EMPHASIS  SECURED  THRU  PUNCTUATION  281 

how  to  change  that  viewpoint  at  the  psychological  moment, — 
this  calls  into  play  the  critical  faculty ;  and  it  is  this  checking  up 
of  the  advertiser's  own  efforts  which  is  destined  to  keep  his  copy 
sane  and  unique  in  appeal. 

Value  of  "  Catchy  "  Words  and  Phrases. — A  word  which 
catches  the  imagination  of  people  at  a  glance  is  the  one  sought 
after  for  popular  advertising.  ''  Uneeda/'  ''  B.  V.  D./'  "  Edu- 
cator/^ ^'  Goody !  ''  "  Presto !  ''  are  typical  examples  of  words 
which  catch  the  fancy  only  to  lure  the  reader  into  a  further 
perusal  of  the  text.  Of  course  the  kind  of  type  as  well  as  the 
punctuation  has  considerable  to  do  in  re^emphasizing  the  signi- 
ficant word. 

Words,  however,  which  within  themselves  are  powerful  in 
their  grasp  upon  the  imagination  are  comparatively  rare.  On 
the  other  hand,  the  same  effect  upon  the  mind  can  be  obtained 
by  using  phrases  or  clauses.  To  find  one  which  can  be  read  with 
effectiveness  at  the  psychological  moment  is  undoubtedly  the  se- 
same which  opens  many  doors  for  the  advertiser.  The  human 
mind  enjoys  thought  succinctly  expressed.  ^^  A  case  of  good 
judgment"  in  connection  with  Edelweis  beer;  "Hasn't 
scratched  yet "  associated  with  Bon  Ami ;  "  Spotless  Town  " 
as  symbolic  of  the  absolute  cleanliness  of  Sapolio ;  '^  He  won't 
be  happy  till  he  gets  it,"  related  to  the  famous  Pears'  Soap 
advertisement;  "Listening  to  his  Master's  Voice,"  in  conjunc- 
tion with  a  Victor  Talking  Machine ;  or  "  The  Machine  you  will 
eventually  buy,"  as  well"  as  "Eventually" — these  and  a  score 
of  others  have  become  a  part  of  the  ])ublic  mind.  So  individual- 
istic are  they,  that  any  new  advertisement  which  does  not  com- 
pare in  happy  moods  or  suggestiveness  is  at  a  great  disadvantage 
with  these  older  competitors. 

"  Com  Puffs,"  a  new  food,  is  now  thrusting  itself  upon  the 
market  (Pig.  70).  How  apropos  the  statement  "  ^ow  the  Cur- 
tain Rises";  the  word  "  ^ow  "  is  exceedingly  expressive;  it 
takes  us  into  the  theatre  and  introduces  us  to  the  moment  just 
before  the  curtain  goes  up ;  the  very  atmosphere  is  hushed  with 
expectancy.    Yes,  we  have  been  properly  introduced. 

Emphasis  Secured  Thru  Punctuation.— As  stated  before, 
single  words^  phrases  or  clauses  teeming  with  suggestive  thought 


282     ENGLISH  OF  AD\:ERTISERS— ESSENTIAL  ELEMENTS 

usually  occupy  prominent  jDlaces  in  any  given  advertisement. 
Punctuation  is  often  one  of  the  methods  by  which  their  im- 
portance is  emj^hasized.  The  right  thought  in  connection  with 
a  question  mark,  quotation  marks,  underscoring,  exclamation 
point,  with  variation  of  type, — these  are  the  specific  methods  of 
assisting  in  ''  getting  the  thought  over."  It  will  be  noted  that 
the  absence  of  punctuation  marks  also  tends,  at  times,  to  reempha- 
size  the  text.  At  the  present  stage  of  development  the  advertiser 
does  not  adhere  to  the  conventional  ideas  of  punctuation,  l^or 
does  the  public  expect  it.  If  the  advertisement  has  that  which  iis 
clever  within  it,  such  that  the  thought  predominates  in  attention, 
the  crowd  is  loath  to  go  back  into  a  criticism  of  the  form  of  the 
message.  Consequently  if  we  wish  to  formulate  a  conservative 
judgment  relating  to  the  unauthorized  punctuation  of  advertis- 
ing, as  condemned  by  good  literary  form,  it  might  be  said :  Those 
advertisements  ivhich  contain  such  form  variations  as  become 
merely  secondary  in  emphasizing  thought  are  to  he  justified; 
when,  however,  such  criticisms  arise  as  tend  to  lead  one  away 
from  the  thought  inteyided,  the  unusual  form  is  likely  to  he  an 
inhihiting  factor. 

Simplified  Spelling. — While  discussing  the  subject  of  words, 
it  is  well  to  consider  the  question  of  spelling.  Our  lang-uage  is 
in  a  process  of  spelling  change.  A  few  years  ago  Theodore 
Roosevelt  gave  to  the  printer  an  authorized  revised  list  for  spell- 
ing. While  many  of  the  older  school  hesitate  to  accept  the  re- 
vision, there  is  a  tendency  on  the  part  of  the  business  world  to 
adopt  it.  It  is  the  conviction  of  many  that  fifty  years  from  now 
will  have  brought  the  method  into  operation  by  a  slow  absorp- 
tion process.  The  advertiser  will  have  his  part  to  perform  in 
this  change.  Since  many  scholars  and  authoritative  people  have 
recognized  the  newer  method,  there  need  be  no  fear  on  the  part 
of  the  advertiser  that  he  is  transgressing  the  laws  of  good 
English.  In  every  movement  tliere  must  be  the  pioneer.  Being 
the  leader  of  a  new  trail  involves  the  criticism  of  its  followers 
by  the  old  school.  But  in  the  case  of  reformed  spelling,  the 
trail  already  has  enough  increasing  followers  to  insure  absolute 
recognition. 


NowtheCurtain 

Rises  on  a  New 

Corn  Food 

Corn  Puffs  —  with  a  New 
Corn  Flavor.  Flaky,  Bub- 
ble-like Globules  of  Corn 

The   queen  of  foods  is 

ready  for  you  at  most  gro- 
cery stores  today.  Drops  of 
corn — airy,  floating-,  fragile 
pellets,  toasted  as  corn  was 
never  toasted  before.  Made 
from  corn  hearts — the  sweet 
hominy  part.  Made  by 
grinding,  cooking,  forming 
into  pellets,  then  exploding  those  pellets  by  steam. 

It  took  eight  years  to  perfect  this  food .  And  the  man  who  did  it 
is  Prof.  A.  P.  Anderson,  the  man  who  invented  Puffed  Wheat  and 
Puffed  Rice. 

Now,  in  another  grain,  he  explodes  every  food  granule.  He 
makes  digestion  easy  and  complete.  And  in  crisp,  flimsy,  toasted 
morsels  he  gives  you  the  most  delightful  corn  product  the  world 
ever  knew. 

It  is  not  like  any  toasted  corn  you  know.  Most  toasting  is  done 
by  a  modest  heat.  But  these  pellets  of  corn,  sealed  up  in  huge 
guns,  are  toasted  before  their  explosion  in  an  over  heat  of  550 
degrees.  And  that  multiplies  the  flavor.  You'll  find  it  entirely  new. 

No  other  such  dainty  has  ever  been  offered  for  your  morning 
table.  Serve  it  with  sugar  and  cream — mix  it  with  fruit— float  it 
in  bowls  of  milk.  Scatter  the  pellets  over  a  dish  of  ice  cream. 
Season  them  with  melted  butter  for  hungry  children  in  the  afternoon. 

One  taste  will  tell  you  why  the  first  who  enjoyed  them  called 
them  "The  Witching  Food." 


CORN 
PUFFS 


"The 
Witching 


Food 


99 


15c  per  Package 


Don't  wait  to  enjoy  it.  Most  grocers  now  have  it.  Telephone 
for  yours,  and  he'll  send  it  or  get  it  for  you. 

Expect  it  to  be  a  revelation  in  a  food  delight,  and  you'll  not 
be  disappointed.  In  all  our  years  of  cereal  making  we  have  found 
nothing  so  good  as  Corn  Puffs.     Nor  have  you. 

T^e  Quaker  Qdits  (^mpany 

Sole  Makers  (96i) 


Fig.  70. — ^A  unique  method  of  presenting  a  new  article.    Note  the  effective  employment  of 
punctuation,  words,  phrases,  and  clauses. 

283 


284     ENGLISH  OF  ADVERTISERS— ESSENTIAL  ELEMENTS 

Primary  Purpose  of  Punctuation. — Primarily,  punctuation 
is  to  make  easy  the  reading  of  any  text.  In  advertising  we  find 
tho  ordinary  usage  of  punctuation  entirely  disregarded.  The  ad- 
vertiser attemj^ts  such  combinations  as  will  produce  striking 
effects.  Therefore,  we  may  say  that  the  advertiser  is  permitted 
to  employ  marks  in  any  way  whatsoever,  if  by  doing  so  his  ad: 
vertisement  gains  in  attention  qualities^  clearness  or  emphasis. 

Forceful  Language  Requires  Simple  Words, — Too  much 
emphasis  cannot  be  given  to  the  fact  that  the  public's  vocabu- 
lary is  comparatively  limited.  The  simpler  and  yet  more  sug- 
gestive the  use  of  words,  the  more  likely  its  hold  upon  public  at- 
tention. An  advertiser  wished  to  use  the  word  '^  optimist  "  in  a 
certain  advertisement.  A  clerk  of  the  establishment  said  not 
to  do  it,  that  the  mass  to  whom  the  appeal  was  to  be  made 
would  not  understand  it.  A  test  was  made  and  several  customers 
questioned  regarding  the  meaning  of  optimist.  The  majority 
did  not  know  its  meaning.  This  word  prominently  printed 
meant  absolutely  nothing  to  them.  The  incident  has  its  lesson. 
The  class  of  people  to  whom  an  appeal  is  to  be  made  should  be 
studied  most  carefully  with  regard  to  its  vocabulary  and  general 
ideas  of  things.  The  introduction  of  a  strange  word  or  peculiar 
figure  should  be  educational  enough  in  influence  to  explain  itself 
somewhere  in  the  text.  People  do  not  like  the  use  of  long  words. 
Anglo-Saxon  usage  seems  to  carry  the  most  forceful  effect. 
Words  should  be  regarded  as  to  meaning  and  only  those  chosen 
which  convey  a  definite  concept. 

Words  and  the  Creation  of  Mind  Impressions. — Our  use  of 
words,  phrases  and  clauses,  either  literally  or  figuratively  em- 
ployed, is  to  create  a  definite  impression  upon  the  mind.  In  ad- 
vertising any  article  or  proposition,  scientifically,  it  is  necessary 
from  time  to  time  to  change  the  vie^^q^oint  of  appeal.  The  fol- 
lowing classification  becomes  possible.  An  article  may  be  made 
to  appeal  to:  {a)  emotion;  (h)  environment;  (c)  utility.  These 
are  realized  by  means  of :  feelings  or  personal  sentiment,  reason, 
imagination,  or  suggestion. 

For  instance,  if  I  am  about  to  advertise  Supreme  Auto  Oil 
for  the  Gulf  Refining  Company,  I  may  appeal  to  the  emotional 
phases  of  its  existence  by  introducing  a  reference  to  poor  oil, 


CLASSIFICATION  OF  SEPARATE  MIND  PHASES 


285 


which  has  often  disconcerted  the  crowd  dependent  upon  "  qua- 
lity "  for  a  happy  motor  trip.  Or  I  may  call  attention  to  the 
speed  which  carries  the  car  easily  over  the  mountains.  In  this 
second  instance  the  environment  becomes  an  influencing  factor 
in  emphasizing  the  excellence  of  Supreme  Auto  Oil..  Again,  T 
may  scientifically  and  with  a  well-descriminated  vocabulary^  show 
the  jDrocesses  of  refinement  through  w^hich  the  oil  passes  in  order 
to  serve  the  autoist  satisfactorily.  This  classification  suggests, 
having  once  determined  upon  a  talking  point,  that  an  appeal 
may  be  made  either  to  the  sentiment,  the  reason  or  the  imagina- 
tion of  the  public  mind.  Sentiment  here  refers  to  the  personal 
feelings  which  control  each  individual's  life,  such  as  love,  beauty, 
sorrow,  humor,  etc.  Reason  regards  an  accurate  scientific  state- 
ment of  the  facts  properly  emphasized.  Imagination  carries 
the  reader  into  a  larger  realm  where  he  pictures  the  article  in 
relations  often  more  fanciful  than  real.  Thus  it  is  given  to  the 
advertiser  to  determine  what  should  be  his  phase  of  appeal  as 
well  as  the  particular  quality  of  mind  which  he  wishes  to  respond 
to  his  advertisement. 

Classification  of  Separate  Mind  Phases. — The  following  an- 
alysis is  a  classification  of  the  separate  mind  phases : — 


Sentiment 
Cut-Glass,     The    Gift 
that    Never    Fails    a 
Welcome." 

Don't  Overlook  the 
Health,  Happiness, 
Comfort  and  Conven- 
ience to  be  Secured 
by  the  use  of  the 
Ajax." 

We  therefore  take  this 
means  of  bringing 
this  Special  Sale  to 
Your  Personal  Atten- 
tion," 

Found  faithful  after 
ten  years'  exposure." 
And  he  hasn't  chang- 
ed a  bit.  Same  Old 
Penrod,  only  more  so. " 


Reason  and  Suggestion 

"  Simplicity  —  Accessi- 
bility— Economy  " 

"  Built  for  Severe  Ser- 
vice." 

"  It  is  So  Easv  to  Claim 
Too  Much."" 

"Ask     the     Man     Who 
Owns  One." 

"A  Rapidly  Moving 
Stock." 

'  The  Facts  Speak  for 
Themselves." 

"Don't  Let  the  Oppor- 
tunity Go  Away." 

"  A    .  Legal     Guarantee 
with  Each  Garment." 

"  It's  the  Process." 

"  Peerless— All  that  the 
name  implies.'.' 


Imagination 
'•  My  Policies  " 
"  Readv— Aim— Fire." 
"  Aunt  Phoebe." 
"  Special  Extra!  " 
"  Spotless  Town." 
"  Lest  You  Forget." 
"  Nature's   Royal   Road 

to  Health." 
'•  The  National  Joy 

Smoke." 


These  excellent  expressions  are  typical  of  those  found  in 
every  phase  of  advertising.     There  is  a  decided  improvement 


286     ENGLISH  OF  ADVERTISERS— ESSENTIAL  ELEMENTS 

in  any  advertisement  when  the  reader  is  assisted  into  a  large 
thought-appreciation  by  the  introduction  of  an  appropriate 
figure  of  speech.  Just  as  a  touch  of  color  in  many  an  advertise- 
ment adds  effectiveness  for  the  eye ;  so  a  figiire  of  speech,  con- 
sistent in  its  interpretation  of  tlie  text,  will  add  to  the  power  of 
the  imagination. 

Thought  Should  Be  Easy  of  Comprehension. — The  length 
of  sentences  should  he  seriously  considered  in  all  advertisements. 
Those  which  are  too  long  cause  one  to  hasten  on.  Thought 
should  adopt  that  kind  of  f  onn  which  adjusts  itself  readily,  easily, 
or  curiously  to  the  eye  or  mind  of  the  reader.  Thus,  form 
and  brevity  of  the  thought  expressed  become  interrelated  in  their 
effect  on  the  mind.  Notice  the  following  forms  combined  vdth 
brevity : — 


Have 

A  Difference  and  no  Difference 

You 

A  Difference  in  the  Price  but  no 

The 

Difference  in  the  Diamond 

Elgin 

From  the  Atlantic 
to  the 

With 

Pacific  Ocean 

The 

49 

You 

Can  Buy 

Dial? 

The  Oliver  Typewriter 

for  17  cents  a  Day! 

The  adroit  use  of  form  really  suggestive  of  brevity,  and  which 
leads  one  on,  is  typical  in  the  following  paragraph  taken  from 
a  Van  Camp  advertisement.  '^  Xow  he  is  chef  to  the  millions — 
to  the  millions  who  have  formed  a  new  ideal  in  baked  beans. 
Countless  housewives — when  they  want  a  quick,  heart;\',  delicious 
meal — simply  call  on  this  chef  to  seiwe  it.  That  is,  they  heat 
a  can  of  Van  Camp's  and  it  comes  to  the  table  with  all  the  fresh 
oven  flavor." 

Paragraph  Form. — Analysis  of  the  fonn  of  advertisements 
shows  each  paragraph  possessing  power  either  to  attract  or  to 
detract  in  attention  value.  ParagTaphs  too  long  in  form  and 
which  contain  complicated  sentence  structure  tend,  at  first  glance, 
to  discourage  attention.  In  such  paragraphs  it  is  only  an  over- 
powerful  thought  which  can  command  attention.  Many  ad- 
vertisements lose  in  effectiveness  because  of  too  lengthy  para- 
graph structure.     If  the  thought  is  involved  or  uninterestingly 


SUMMARY  287 

combined  in  a  long  paragraph  form,  attention  is  discouraged 
from  the  very  start.  Short  paragraphs  which  conform  to  pleas- 
ing and  forceful  eye  adjustment  are  likely  to  prove  most  ef- 
fective. 

Summary.— To  summarize,  then,  the  correct  and  emphatic 
choice  of  words,  phrases  or  clauses;  the  figurative  presentation 
of  thought;  the  proper  appeal  of  an  article  with  regard  to  emo- 
tion, environment  or  utilitj^;  the  adaptation  of  thought  to  im- 
pressive arrangement  and  punctuated  emphasis,— these  are  cer- 
tain fundamentals  in  increasing  the  English  efficiency  of  adver- 
tisements. 

QUESTIONS 

1.  mat  is  the  general  tuofold   classification  of  advertisements   from  the 

business  English   standpoint? 

2.  From  this  same  standpoint  designate   seven  qualifications   that  aid   in 

increasing  English  advertising  efficiency. 

3.  Xame  some  current  succinct  words 

^'  ^^'tl^oughtT'^''""''''^    '^"^    '^''''    '''^"    suggesting   brevity    in    form    and 

5.  Analyse  the  following  quotations  and  classifv  them  according  to  senti- 

ment, reason  and  suggestion,  or  imagination:— 
''  First  thing  in  the  morning  since   1836." 
"  \\Tiy  covet  your  Boss's  Job  ?  " 
"  Count  the  cost." 

'I  Health  and  Happiness — you  owe  it  to  yourself." 
"  Let  the  Gold  Dust  Twins  do  your  Work  " 

6.  By  what  means  may  we  appeal  to  emotion,  environment,  utility? 

PROBLEMS 

Here  is  a  graphic  representation  of  the  fundamental  elements  in  in- 
creasing  English  advertising  efficiency:—  elements  in  m- 

1     /-I  X        1  r  "^^ords. 

1.  (correct  and  emphatic  choice  of -^  phrases. 

o    -r^-         J..  t  clauses. 

Z.  J^igurative  presentation  of  thought 


Fundamentals  in 

increasing 

English 

Advertising 

Efficiency 


3.  Proper  appeal  of  an  article  with  f  ^J^oMon 


regard  to    \   environment 

utilitv 


\        LtlllltV 

4.  Adaptation  of  thought  to  i  impressive  arrangement. 

I  punctuation  emphasis. 

1.  Create    an    advertisement   which    illustrates   the   three  points    of   view 

utility,  environment,   emotion.  ^ 

2.  In  connection  with  your  advertising  campaign  create: 

ihree  possible  slogans. 

Five  figures  of  speech. 

Four  emphatic  sentences  irregularly  punctuated. 

Une  succinct  M^ord. 

^*  ^'"it^Zf  ^^7^*i«e°^ents,  poor  in  punctuation  and  with  the  too  intricate 
use  of  sentences.     Suggest  improvements. 


CHAPTER  XXI 
THE  ENGLISH  OF  ADVERTISING— STYLE  AND  DISCOURSE 

Quality  of  Style  is  Essential. — To  quote  Spencer :  ^^  A  reader 
or  listener  lias,  at  each  moment,  but  a  limited  amount  of  mental 
power  available."  And  in  turn  this  power  must  be  utilized  in 
three  ways.  First,  in  recognizing  and  interpreting;  the  symbols 
presented ;  second,  in  combining  and  arranging  these  symbols  in 
the  mind;  and  finally,  only  that  part  left  can  be  utilized  in 
understanding  the  thought  conveyed.  Thus,  going  upon  this 
analysis  of  our  thought  processes,  we  see  at  once  how  essential 
quality  of  style  is  in  writing  advertisements. 

Clearness. — Clearness  aids  the  interpreter  fully  to  compre- 
hend the  meaning  of  what  is  expressed.  Precision  limits  that 
which  IS  said  or  written,  finitely,  or  it  tells  the  truth,  the  whole 
truth  and  nothing  but  the  truth.  On  the  other  hand,  force 
causes  the  buyer  to  feel  and  incites  him  into  action. 

It  is  herein  impossible  to  discuss  all  the  violations  of  clear- 
ness, precision,  and  force,  but  there  are  a  few  tv^pical  errors  in 
connection  with  these  qualities  of  style  w^hich  need  to  be  called 
to  our  attention. 

1.  Avoid  the  ambiguous  use  of  the  demonstrative  pronoun. 
Construct  your  sentences  so  that  there  can  be  no  possible  doubt  as 
to  the  antecedent  of  these  pronouns ;  nor  the  relative. 

Suggested  Violations  of  Clearness  (Extracts  from  actual 
business  letters  and  advertisements)  : — 

Original :  "  In  reply  would  say,  the  prices  you  quote  on  wheat 
are  satisfactory  and  this  causes  me  to  award  you  the 
contract." 
Improved :  In  reply  would  say  the  prices  you  quote  on  wheat  are 
satisfactory,  a  fact  which  causes  me  to  award  you 
the  contract. 
Original :  "  The  Insurance  Company  should  have  done  more  to 
obtain  an  estimate  which  was  very  incomplete." 
288 


FORCE  289 

Improved :  The  Insurance  Company  should  have  done  more  to 
obtain  an  estimate  for  the  latter  was  very  incom- 
plete. 

2.  Clearness  often  becomes  indistinct  through  the  omission 
of  necessary  words ;   over-condensation  is  to  be  avoided. 
Original:  ''Your  specifications  call  for  a  ceiling  32  ft.  at  its 

widest  point.'' 
Improved:   Your  specifications  call  for  a  ceiling  32  ft.  hroad 
at  its  widest  point. 

3.  Place  the  participle  so  that  there  can  be  no  doubt  as  to 
what  word  it  modifies. 

Origmal :  ''  Dear  Sir :  I  saw  our  former  business  sign  when  in 
Boston  this  morning  walking  down  Huntington 
Street." 

Improved:  While  in  Boston  this  morning  walking  down  Hunt- 
ington Street,  I  saw  our  former  business  sign. 

4.  Keep  words  and  clauses  that  are  grammatically  connected 
reasonably  close  together. 

Original :  ''  We  would  bring  to  your  attention,  in  Mr.  Conklin's 
life  insurance  policy  the  advisability  of  incorporat- 
ing the  '  Eight  of  Revocation  '  clause.'' 
Improved:   In- Mr.   Conklin's  life  insurance  policy,  we  would 
bring  to  your  attention  the  advisability  of  incorporat- 
ing the  ''  Eight  of  Eevocation  "  clause. 
Force.— 1.  Use  no  more  words  than  are  necessary  fully  to 
express  the  idea.     Avoid  closing  sentences  with  unimportant 
words,  which  tend  to  decrease  attention.    Likewise,  to  gain  force, 
where  possible,  keep  up  the  element  of  suspense.     Eemember, 
however,  that  suspense  should  be  relieved  at  the  psychological 
moment. 

Suggested  violations  of  force : — 
Original :  "  They  are  made  to  fit  the  shoulders,  without  binding, 
and  to  give  perfect  comfort  and  one  year's  service  to 
all.     Your  dealer  may  not  have  them  so  send  directly 
to  us." 

19 


290     ENGLISH  OF  AD\^RTISING— STYLE  AND  DISCOLTISE 

Improved :  They  are  made  to  fit  the  shoulders,  without  binding, 
and  to  give  perfect  comfort.  One  years'  service 
guaranteed.  If  your  dealer  hasn't  them,  send  to  us 
direct. 

2.  Emphatic  words  or  phrases  should  come  in  emphatic 
places.  But,  while  stress  is  essential,  guard  against  letting  your 
interest  involve  you  in  exaggerations,  affectation,  the  use  of  large 
words,  and  too  general  teiTQS. 

Original :  '^  Accept  no  other.  All  imitations  are  falsely  repre- 
senting us.  Avail  yourself  immediately  of  this  pre- 
ponderous  opportunity." 

Improved:  Xow  is  your  opportunity  to  get  a  great  bargain. 
Many  imitations  misrepresent  us.  Beware !  Ac- 
cept no  other. 

3.  Although  force  is  often  gained  by  repeating  a  prominent 
word,  generally  avoid  repetitions,  except  in  the  more  difficult 
forms  of  exposition.  Even  here,  it  is  possible  so  to  expand  and 
repeat  that,  as  Phelps  says,  "  the  thought  is  suffocated  by  the 
multitude  of  words  employed  to  give  it  life." 

Original :  ^^  In  reply  to  your  question  concerning  the  abolition  of 
the  Local  Utility  Committee;  it  is  a  question  that 
must  be  looked  at  on  all  sides ;  it  is  a  question  that 
cannot  be  thoroughly  discussed  by  mail ;  it  is  a  ques- 
tion that  demands  long  and  serious  consideration." 

Improved:  In  reply  to  your  query  concerning  the  abolition  of 
the  Local  L^tility  Committee ;  this  is  a  question  that 
must  be  looked  at  on  all  sides;  it  cannot  be  thor- 
oughly discussed  by  mail ;  moreover,  it  is  one  that 
demands  long  and  serious  consideration. 
Precision. — 1.  "Words  should  be  used  in  their  proper  sense. 

Original :  "  The  advertiser  should  not  mete  the  agencies'  ini- 
tiative." 

Improved:  The  advertiser  should  not  limit  the  agencies'  initia- 
tive. 
2.  Distinguish  between  the  auxiliaries  ''  shall  "  and  "  will  " 

and  "  may  "  and  "  can."     The  following  table  clearly  illustrates, 

in  most  cases,  the  usages  of  "  shall  "  and  "  will." 


FOUR  TYPES  OF  DISCOURSE  291 

Future  of  Expectation  Future  of  Determination 

I    shall   go  I  will  go 

Thou  wilt  go  Thou  shalt  go 

He  will  go  He  shall  go 

We  shall  go  We  \vill  go 

You  will  go  You  shall  go 

They  will  go  They  shall  go 

Original :  "  If  we  look  to  see  what  business  houses  are  striving: 
toward  cooperation  we  will  find  that  those  firms  of 
a  monopolistic  type  are  not  among  those  interested.'' 

Improved :  If  we  look  to  see  what  business  houses  are  striving 
towards  cooperation  we  sliall  find  that  those  firms  of 
a  monopolistic  type  are  not  among  those  interested. 

3.  "May"  suggests  permission  or  iDossibility ;  "can/'  the 
ability. 

Original :  "  Can  we  publish   an  advertisement  detrimental  to 

our  competitor  ?  " 
Improved :  May  we  publish  an  advertisement  detrimental  to  our 

competitor  ? 

4.  Oii^n  we  fail  to  differentiate  between  concrete  and  ab- 
stract words  and  fonns  of  the  same  word. 

Original :  "  What  we  need  are  increased  advertisements  in  spe- 
cific fields. 

Improved:  What  we  need  is  increased  advertising  in  specific 
fields. 

5.  Avoid  the  use  of  the  preposition  as  a  connective. 
Original :   "  We  regret  to  inform  you  that  your  credentials  are 

not  valid  without  thev  are  signed  by  the  proper  of- 
ficial" 
Improved :  We  regret  to  inform  you  that  your  credentials  are  not 
valid  unless  they  are  signed  by  the  proper  official. 
Four  Types  of  Discourse.— i^escri/^fion.— The  aim  of  des- 
cription is  so  "  to  represent  a  scene  in  words  that  the  reader 
becomes,  for  the  time,  an  actual  observer."     In  a  word  then,  viv- 
idness is  the  first  essential  to  good  description.     The  general 
shape  of  the  object  described  should  be  made  perfectly  clear  in 
the  mind  of  the  reader  or  observer.     Thus  vividness  in  the  crea- 
tion of  the  mental  picture  assists  in  our  immediate  understanding 


292      ENGLISH  OF  ADVERTISING— STYLE  AND  DISCOURSE 

of  the  proposition.  However,  it  should  be  remembered  that  be- 
cause of  their  very  nature,  it  is  difficult  to  impress  upon  us  the 
real  form  of  many  objects ;  as,  for  instance,  the  spindle  or  the 
gyroscope.  The  best  way  to  appeal  in  this  latter  instance  would 
be  thru  the  imagination  by  means  of  an  illustration.  Again, 
vividness  of  description  may  be  ascertained  by  recalling  human 
feelings  naturally  associated  with  certain  objects.  Finally,  we 
should  not  confuse  description  with  narration,  for  although  the 

A 

rantinenial  Mafars 

Continental  speed  and  power  are  attained  by  superior  theory,  put  into 
better  practice.  Continental  crankshaft  bearings  are  ground  to  95  % 
of  bearing  surface,  smoother  than  a  mirror;  pistons  are  balanced  to  a 
pennyweight;  connecting  rods  are  lightened  to  a  mathematical  niceness; 
valves  are  seated-in  with  a  faultless  exactness;  cylinders  are  poUshed 
to  a  flawless  luster. 


^*He  lives  down  on  the  river  road,  in  the  shabby, 
weather-beaten  house  on  the  left.     You  can't  miss  it/' 

Shabby  and  weather-beaten !  A  striking  landmark, 
no  doubt.  The  porter  at  the  raikoad  station  didn't 
mean  to  give  the  place  a  black  eye,  but  that  is  what  he 
did.     Too  bad  the  owner  hadn't  used 

Dutch  Boy  White  Lead 

B 
Fig.   71. — Description. 

one  is  often  dependent  upon  the  other,  there  is  a  marked  dis- 
tinction. 

Figs.  71  A  and  B  are  examples  showing  the  value  of  des- 
cription. 

Narration. — (Fig.  72). — It  should  be  remembered  that  nar- 
ration is  to  time  what  description  is  to  space.  The  aim  of  narra- 
tion is  so  to  print  the  picture  upon  the  mind  that  the  reader  will 
feel  himself  actually  present  at  the  scene.    Xarration  thus  has  a 


FOUR  TYPES  OF  DISCOURSE 


293 


two-fold  advantage  over  description:    first,  it  employs  human 
personality  and  sympathy  with  a  constantly  changing  scene  of 
action ;  second,  narration  uses  the  power  of  suspense  in  leading 
the  reader  to  any  appropriate  climax. 
As  a  suggestion  to  the  ad- 

Fbund  faithful  -  after 
ten  years  exposure, 


vertiser,  get  a  clear  mental 
picture  of  the  story  to  be 
related  and  conform  to  its 
intensive  action  as  nearly  as 
possible.  Then  be  sure  that 
your  ideas  are  climatically 
arranged.  This  interpreta- 
tion of  action  should  result 
in  an  advertisement  which 
unifies  our  appreciation  of 
the  thought  contained.  See 
example  72. 

Persuasion. — (Figs.  73, 
7tl:  and  75). — Bain's  defini- 
tion of  persuasion  as  applied 
to  advertising  would  read 
as  follows:  Advertising  en- 
deavors to  obtain  the  co- 
operation of  man's  free  or 
aroused  impulses  for  some 
proposed  lines  of  conduct, 
in  connection  with  the  pur- 
chase of  an  article  or  propo- 


A  remarkable  story  of  Elgin  dura- 
bility comes  from  Oklahoma,  and  is 
vouched  for  by  a  lawyer  of  that  state. 

"In  1904^1  was  United  States  Attorney  for 
the  Central  District  of  Indian  Territory  and 
prosecuted  one  .  .  .  •  for  a  murder  alleged 
to  have  been  committed  in  the  Kiamitia  Moun- 
tains In  the  old  Choctaw  Nation,  Indian  Terri- 
tory, some  ten  years  prior  to  the  date  of  the 
prosecution. 

''The  body  of  the  deceased  was  found  in  the 
mountains  ten  years  after  he  was  killed,  and 
was  certainly  identified  by  the  remains  of  a 
gun  marked  for  identification,  some  marked 
coins,  and  a  certain  Elgin  watch  carried  by 
the  deceased.  Although  the  watch  had  laia 
by  the  skeleton  in  the  mountain,  exposed  to  the 
sunshine,  rain,  sleet  and  snow,  for  ten  years, 
when  it  was  discovered  and  picked  up  it  began 
running  and  clicking  off  the  time  as  perfectly 
as  though  it  had  been,  wound  the  day  before." 

Ten  years  of  exposure  to  the  elements, 
yet  unharmed  1  What  a  gruelling  test 
for  such  a  delicate  piece  of  mechanism  I 
What  a  convincing  proof  that  lifelong 
service  may  be  expected  of  Elgin 
Watches  —  either  men's  or  women's 
models  1 


EIjGIN  Watches 


Fig.  72. — Narration. 


sition,  by  so  presenting  it  in 
langaiage  as  to  force  the 
reader  into  desired  action. 
Persuasion  necessarily 
consists  of  two  steps:  exhortation  and  argumentation.  The 
former  implies  that  the  end  in  view  must  be  desirable  by  arousing 
personal  feelings,  as  like,  dislike,  gain,  comfort,  ease,  etc. ;  the 


294   ENGLISH  OF  ADVERTISINO-STYLE  AND  DISCOURSE 

^More  Money  This  Year= 
CAN  YOU  EARN  IT? 

Or  is  it  to  be  the  same  old  grind  of 
hard  work,  uncongenial  employment 
and  only  small  pay? 

Is  it  to  be  another  twelve  months  of 
standing  still  while  you  watch  other  men  get 
the  advancement  you  hoped  to  get? 

Or  will  you  make  it  a  year  of  real 
achievement?  Will  you  realize  noTV  that  the 
better  job  goes  only  to  the  man  who  has  the 
training,  and  will  you  take  steps  now  to  get 
the  training  that  better  jobs  require? 

If  you  really  want  the  coming  year  to 
count  for  something,  let  the  International 
Correspondence  Schools  help  you  to  make 
your  progress  sure  and  tangible. 

It  is  the  business  of  the  I.  C.  S.  to  raise  salaries. 
For  23  years  the  I.  C.  S.  have  been  training  men  for 
success  in  the  kind  of  work  they  like  best. 

Let  the  I.  C.  S.  help  you,  too.  Join  the  army  of 
well-paid  men. 


Fig.  73. — Persuasion.     Emphasis  related  to  feeling. 


FOUR  TYPES  OF  DISCOURSE  295 

Why  POSTUM 

Instead  of  Coffee 

Better  Nerves  Better  Digestion 

Less  Biliousness  Less  Headache 

Sound  Sleep  Clear  Brain 

Steady  Heart  Action 

Fig.  74. — Persuasion.     Emphasis  related  to  pure  logic.     This  advertisement  suggests  the 
line  of  argument  which  each  should  applj'  to  himself. 

No  Excuse  for  Cold  Rooms 

THERE    is    no    longer    any    excuse    for    cold 
rooms.     With  a  Perfection  Smokeless  Oil 
Heater  rooms  without  regular  heat  can  be 
made  comfortable  in  short  order. 

Business  and  professional  men,  merchants  and 
builders,  all  find  the  Perfection  Heater  a  most 
useful  and  necessary  device. 

In  the  home  a  Perfection  Heater  is  indispensable. 
It  banishes  chill  from  cold  rooms  and  cold  corners — 
portable  warmth  and  cheer,  that's  what  it  is. 

The  Perfection  Heater  costs  little  to  buy  and 
little  to  use.  It  burns  kerosene,  a  fuel  that  is  ideal 
because  it  is  low-priced,  efficient,  easy  to  handle,  and 
everywhere  available.  One  gallon  gives  ten  hours' 
glowing  warmth.  Think  of  it !  An  hour  a  day  for 
ten  days.  It  is  made  so  that  it  will  not  smoke  or 
smell.     It  is  handsomely  finished. 

Fig.  75. — Persuasion.    A  combination  of  feeling  and  logic. 


WAGES  SITPPLIES  TAXES  PAID       INTEREST     DIVIDENDS      SURPLUS 

$100,000,000      $45,000,000  $11,000,000      $17,000,000    $30,000,000  $12,000,000 


How  the  Bell  System  Spends  its  Money 

Every  subscriber's  telephone  represents  an  actual  invest- 
ment averaging  $1  53,  and  the  gross  average  revenue  is 
$41.75.     The  total  revenue  is  distributed  as  follows: 


Employes— $  1 00,000,000 

Nearly  half  the  total— $100, 000, 000— 
paid  in  wages  to  more  than  one  hundred 
thousand  employes  engaged  in  giving  to 
the  public  the  best  and  the  cheapest  tele- 
phone service  in  the  world. 

For  Supplies— $45,000,000 

Paid  to  merchants,  supply  dealers  and 
others  for  materials  and  apparatus,  and  for 
rent,  light,  heat,  traveling,  etc. 

Tax  Collector— $11,000,000 

Taxes  of  more  than  $  1  1 ,000,000  are 
paid  to  the  Federal,  state  and  local  author- 
ities. The  people  derive  the  benefit  in 
better  highways,  schools  and  the  like. 


Bondholders— $  1 7,000,000 

Paid  in  interest  to  thousands  of  men  and 
women,  savings  banks,  insurance  companies 
and  other  institutions  owning  bonds  and  notes. 

Stockholders— $30,000,000 

70,000  stockholders,  about  half  of  whom 
are  women,  receive  $30,000,000. 

(These  payments  to  stockholders  and 
bondholders  who  have  put  their  savings 
into  the  telephone  business  represents 
6.05  %  on  the  investment.) 

Surplus— $  1 2,000,000 

This  is  invested  in  telephone  plant  and 
equipment,  to  furnish  and  keep  telephone 
service  always  up  to  the  Bell  standard. 


American  Telephone  and  Telegraph  Company 
And  Associated   Companies 

One  Policy  One  System  Universal  Service 

Fig.  76. — Expcsition  aided  by  an  illustration;  likewise  Exposition  in  form. 

296 


FOUR  TYPES  OF  DISCOURSE 


297 


latter  implies  that  the  means  must  be  conducive  to  that  end,  or 
pure  reason-why  copy.  It  should  be  borne  in  mind  that  each  per- 
suasive advertisement  emphasizes  either  the  feeling,  the  logical 
quality,  or  a  combination  of  both. 

The  advertiser  in  preparing  persuasive  advertising  copy 
should  consider  the  following  factors  in  assisting  him  to 
form  sane,  true,  and 
yet  forceful  judg- 
ments. 

Persuasive  dis- 
course should  clear- 
ly consider  at  the 
outset  the  affirma- 
tive of  the  proposi- 
it 


~wr 

1  \'^  1  m  [  M  1  1912  1  isn  1  iM  1  nir 

Co«>Tn«llt   I')I4  by 
Roe»W|Ra^ 

1 

4         1         '                  ■         J     -^ 

y 

ff!       ■  W 

( 

1          : 

i 

%^l* 

1 

^ 

1 

LEQEND 

I^H   Black  artas  represent  Business  Conditions 
___  Price  32  Active  Stocks  showing  Important 

Declines  and  Rallies 
AverasreTrend  10  Active  Bonds 

if  Subscribers  each  week  receive  this  Chart  revised  to  date. 

How  Babson  Sen^ice 
Helps  the  Investor 

You  can  invest  with  safety  only 
■when  you  know  trade,  labor  and 
market  conditions.  Babson  Service 
keeps  you  reliably  informed  and 
enables  you  to  anticipate  the  future. 

Eliminate  worry.  Cease  depend- 
ing on  rumors  or  luck.  Work  in 
accordance  w^ith  a  definite  policy 
based  on  fundamental  statistics. 

For  particulars— which  will  be  sent 
gratis— address  Dept  O-4-40  of  the 

Babson  Statistical  Organization 

Advisory  Building.    Wellesley  Hills,  Mass. 
Largest  Statistical  Organization  of  its  Character  in  U.  S. 


tion  advanced 
should  give  due  con- 
sideration to  the 
other  side  of  the 
question;  it  should 
anticipate  all  possi- 
ble objections;  it 
should  avoid  over- 
argumentation;  and 
finally,  every  good 
persuasive  a  d  v  e  r  - 
tisement  should 
summarize  its  data. 

Figs.  73,  74  and 
75  are  advertise- 
ments showing  the 
power  of  persuasion 
with  respect  to  (a) 
feeling,  (h)  pure  logic,  (c)  a  combination  of  both. 

Exposition. — (Figs.  76  and  77).  Hill  defines  exposition  as 
"  consisting  in  such  an  analysis  of  a  general  term  as  will  make 
clear  to  the  mind  the  general  notion  of  what  it  is  the  sign." 

Undoubtedly  a  purely  expository  advertisement  is  the  most 


Fig.   77. — Exposition. 


298  ENGLISH  OF  AD\:ERT1SIXG— STYLE  AND  DISCOURSE 

difficult  to  represent  by  written  words.  For  this  reason  it  is 
generally  advisable  to  accompany  the  written  copy  with  an  illus- 
tration. However,  altho  the  most  difficult  form  of  discourse  to 
master,  we  find  it  used  most  frequently.  Therefore  it  is  well  to 
remember  that  as  "  exposition  is  the  discussion  of  the  essential 
attributes  of  some  abstract  or  general  theme,"  certain  definite 
limitations  should  confine  exposition's  magnitude. 

Our  first  requisite  in  setting  up  the  limits  of  exposition 
should  be  to  compile  exact  information.  Second,  condensation 
is  fundamental.  Third,  as  nearly  as  possible,  avoid  using  the 
other  types  of  discourse.  Finally,  constantly  check  your  copy  up 
by  asking  yourself  whether  you  are  clearly  explaining  the  "  how  " 
of  your  aiiicle  or  proposition.  A^Tien  we  explain  the  '^  how  "  of 
a  proposition  or  article,  we  state  the  forces  which  give  it  unity ; 
we  make  clear  the  relationship  of  the  tarious  parts  which  go  to 
make  up  the  whole.  In  other  words,  we  attempt  to  create  the 
picture  of  an  article  or  proposition  with  a  suggestion  of  the  un- 
derlying laws  of  its  existence.  We  attempt  to  justify  it  as  a 
'^  thing  "  worthy  of  a  place  in  consciousness. 

Figs.  76  and  77  are  expository  advertisements  greatly  aided 

by  effective  illustrations. 

QUESTIONS 

Improve  the  following  business  sentences  and  determine  what  suggested 
violations  of  Clearness,  Force,  or  Precision,  inlluenced  your  decision. 

1.  ••  1  interested  our  party  when  I  was  in  Boston  this  morning  upon  a 

business  proposition." 

2.  "  Gentlemen :    By  indomitable  perseverance,  in  spite  of  every  obstacle, 

and  contrary  to  the  desires  of  many,  you  must  admit  the  Bell  system 
has  triumphed." 

3.  Gentlemen:      We  suggest  that  the  stockholders  assemble  to  draw  up  a 

code  of  laws  and  vote  upon  each  by  ballot." 

4.  "  In  the  lower  part  of  the  City  you  will  find  the  Pomeroy  Company's 

business." 

5.  "  Our  bookkeeper  shall  render  you  a  statement  to-morrow  as  per  your 

request." 

6.  "  For  rent  or  sale,  by  C.  T.  Heppe  &  Sons,  a  piano  with  excellent  tone 

qualities,  in  mahogany." 

7.  "  Mr.   Henry — '  What  is  to  be  done '  to  repeat  your   own  words,  can 

better  be  determined  by  you." 

8.  "  For  many  years  you  have  conducted  an  inconsni'^uous  tobacco  store. 

We  respectfully  offer  you  an  opportunity  of  consolidating  with  us." 

9.  "Dear  Sir-   You  must  develop  plasticity  and  encourage  reciprocity  if 

you  continue  as  our  representative." 


FOUR  TYPES  OF  DISCOURSE 


299 


10.  " 

11.  '• 

12.  " 

13.  " 

14.  " 

15.  " 

16.  " 

17.  " 

18.  " 

19.  " 

20.  " 


Our  inability  to   comprehend  the  situation   renders   articulation  te- 
dious." 

The   advertiser   must   create  a   desire   for    an   article  which   did   not 
exist  Ijefore." 

It  will  not  be  necessary  or   required  of  you  to  pass   any   efficiency 
examination." 

We  do  not  clearly  understand  what  the  contents  of  your  letter  mean 
to  say." 

For  Sale.    A  Scotch  terrier,  by  a  lady,  with  curly  hair." 
A  firm  should  be  cautious  about  retarding  a  salesman's  progressive- 
ness." 

^yhether  the  recent  advancement  of  railroad  rates  is  a  violation  of 
the  Interstate  Commerce  laws  is  what  we  want  to  know." 
Sink  your  shaft  (50  ft.  deep  back  from  the  banks  of  the  ocean  and  you 
will  find  a  nice  vein." 

After  having  noted  the  contents  of  your  letter  of  recent  date  we  beg 
to  advise  you — " 

You  are  requested  to  appear  before  the  Committee  and  render  your 
financial  report  to  them." 
Dear  Sir:    The  flaw  in  your  diamond  is  inconspicuous." 


Clearness 


PROBLEMS 

Apply  the  following  table-summary  to  the  letter  below  and  determine 
which  of  these  violations  of  Clearness,  Force,  and  Precision  it  contains. 
Demonstrative  and  relative  pronouns. 
Antecedents  of  demonstrative  and  relative  pronouns. 
Omissions. 
Over-condensations. 
Participles. 
Sequence  of  words  and  clauses. 

Useless  words. 
Weak  sentence  endings. 
Suspense  and  relief. 
Emphatic  words  and  phrases. 
Force  \  Exaggerations. 

Affectations. 
Large  words. 
Too  general  terms. 
Repetitions. 

Use  words  in  proper  sense. 
Shall  and  will. 
Precision  \  ]May  and  can. 

Concrete  and  abstract  words. 
[  Prepositions. 


:Mr.  a.  J.  Hill, 

Port  Deposit, 
Maryland, 

The  proposition  we  made  you  in  our  message  of  a  few  days  ago,  was 
so  beautifully  attractive  we  are  a  little  surprised  we  have  not  heard  from 
you  before  this. 

No  technical  training  nor  past  experience  is  necessary  to  fulfilling  this 
position.    All  we  want  is  a  man  that  can  do  things — a  man  who  is  not  con- 


300    ENGLISH  OF  ADVERTISING— STYLE  AND  DISCOLUSE 

tented  with  a  mere  living — a  man  with  personality  and  aggressiveness — the 
type  of  man  who  is  willing  to  work  and  put  forth  his  best  efforts,  some- 
times to  the  point  of  sacritieing  present  remuneration  for  increased  future 
compensation. 

The  House  Cleaning  Business  is  not  a  fairy  tale.  It  is  simply  a  new 
and  modern  method  of  doing  work  which  has  been  done  for  ages  and  will  be 
done  for  ages  to  come.  Tliis  method  of  cleaning  has  come  to  stay  and  people 
are  becoming  fast  educated  to  the  efficiency  of  the  house  cleaner.  It  is 
only  a  question  of  time  when  every  house  will  use  them,  simply  because  it's 
easier  and  cheaper  to  let  a  gas  engine  clean  the  house  than  to  do  the 
w^rk  with  pure    raw  muscle  and  hard  work.  , 

We  feel  that  we  can  be  of  considerable  assistance  to  you  as  you  are  in 
close  touch  with  the  latest  cleaning  ideas  and  the  most  reputable  health 
inspectors  in  your  territory  advocate  our  installation. 

So  many  people  have  written  recently  asking  if  we  could  not  make 
the  payments  $5.00  a  month,  this  small  amount  bringing  the  cleaner  within 
their  reach  and  making  purchase  possible,  we  have  decided  to  permit  such 
payments  when,  in  our  salesmen's  opinions,  financial  leniency  is  feasible. 

We  want  to  w'arn  you  against  being  discouraged  should  you  me^t 
with  no  results  at  first.  Our  salesmen  average  7  calls  to  get  one  order; 
in  other  words  they  talk  the  House  Cleaning  Business  proposition  over  to  6 
persons  who  do  not  purchase  in  order  to  get  one  who  does  subscribe. 

In  closing  we  again  wish  to  re-emphasize,  that  the  House  Cleaning 
Business  is  still  in  its  infancy,  thus  holding  out  the  possibilities  of  great 
future  development.    We  want  to  let  you  in  on  the  ground  floor.    Act,  Now! 

This  is  our  third  letter,  and  without  we  receive  an  answer  to  this,  we 
shall  think,  as  indeed  we  would  be  justified,  that  there  was  no  sincerity 
back   of  your   inquiry. 

Respectfully  yours, 

OXEIDA  VACUUM  CLEANING  CO. 

ETV/H. 

2.  Analyse  the  following  advertisements  and  classify  them  from  the  stand- 
point of  the  four  types  of  discourse:  Figs.  78,  79,  80,  81,  82,  83  and  84. 

REFERENCES 

Briefer  Practical  Rhetoric,  Clark. 
Philosophy  of  Style,  Herbert  Spencer. 
Rhetoric,  Bain. 
Science  of  Rhetoric,  Hill. 


FOUR  TYPES  OF  DISCOURSE 


301 


*  Subscribers  each  week  receive  this  Chart  revised  to  date 

If  you  had  only  known 

the  trend  of  prices  during  the  past 
two  years,  think  what  you  could 
have  done! 

Why  not  arrange  with  us  for  facts 
and  figures  in  order  to  anticipate  the 
trend  during  the  coming  months? 

We  now  operate  five  complete 
Services,  viz.:  (1)  Commodity  Prices ; 
(2)  Sales  Opportunities;  (3)  Credit 
Conditions;  (4)  Labor  and  Wages: 
(5)  Stocks  and  Bonds. 

For  particulars— which  will  be  sent 
gratis— address  Dept.  M-35  of  the 

Babson  Statistical  Organization 

Engineering  Offices.       Wellesley  Hills,  Mass. 

Largest  Statistical  Organization  of  Its  Character  in  U.  B. 


Fig.  78. — State  the  kind  of  discourse. 


^TOP  THAT  SMOKE 

COMBINATION 
WOOD 

COAL  BURNII 
GRATE 
FIT5ANY  FIREPLACE. 

I  BEST  FIRE 

BOX  STEEL. 

NOT  CAST  IRON 

2.  T0  3<t: 

PER  SQ.IN 

BOOKLET 

FREE 

I.R.S.CO.  4052  PRINCETON.AVE    cmrAr^i 

Fig.  79. — State  the  kind  of  discourse. 


302     ENGLISH  OF  ADVERTISING— STYLE  AND  DISCOURSE 


[rythls 
easy  way  to  clear 
_  your  skin  wiin 

Resinol 
ooap 

Bathe  j-oiir  face  for  several  minutes  with  Resi- 
nol Soap  and  hot  water,  working  the  creamy 
lather  into  the  skin  gently  with  the  finger-tips. 
Then  apply  a  little  Resinol  Ointment.  Let  this 
stay  on  ten  minutes,  and  wash  off  with  Resinol 
Soap  and  more  hot  water.  Finish  with  a  dash 
of  cold  water  to  close  the  pores. 

Do  this  once  or  twice  a  day,  and  you  will  he 
astonished  to  find  how  quickly  the  healing,  anti- 
septic Resinol  medication  soothes  and  cleanses 
the  pores,  removes  pimples  and  blackheads,  and 
leaves  the  complexit.n  clear,  fresh  and  velvety. 
After  the  first  few  treatments,  the  Resinol  Oint- 
ment can  probably  be  omitted. 

Resinol  Soap  costs  but  twenty-five  cents  at  all  drug- 
gists and  dealers  in  toilet  goods.  For  a  guestroom 
size  trial  cake,  with  a  miniature  box  of  Resinol  Oint- 
ment, write  to  Dept.  31-G.  Resinol,  Baltimore,  Md. 


Fio.   SO.— State  the  kind  of  discourse 


What  the 

Little  Beaver  Saw 

"FIGHT  years  ago  very  few 
-■^  people  knew  that  they 
could  build  better  walls  and 
ceilings  with  BEAVER 
BOARD  than  with  lathe  and 
plaster.  But  even  then  the 
little  Beaver  foresaw  the  grow- 
ing, insistent  demand  for  this 
pure-wood-iiber  material  that 
would  not  crack  or  crumble 
like  plaster;  that  was  quickly 
put  up,  at  any  season,  without 
dirt  or  litter;  that  made  rooms 
warmer  in  winter,  cooler  in 
summer,  brighter  and  more 
attractive. 

Today  he  sees  a  vast  international 
organization  distributing  BEAVER 
BOARD  all  over  the  United  States 
and  Canada  and  in  many  foreign 
lands.  He  sees  buildings  of  every 
type,  new  and  remodeled,  with  beau- 
tiful paneled  and  painted  BEAVER 
BOARD  walls  and  ceilings  that 
need  no  repairs  or  wall-paper. 

He  sees  BEAVER  BOARD  a  standard 
building  material  which  has  been  made  better 
and  better  from  year  to  year,  and  is  suited 
to  the  needs  of  all  who  build  or  remodel. 

Visitors  to  Buffalo  and  Niagara  Falls  are  cord- 
ially invited  to  visit  our  Buffalo  officer  and  get  a 
first-hand  acquaintance  with  BEAVER  BOARD 
quality,  beauty  and  co-operative  service. 

Write  for  free  booklet,  "BEAVER  BOARD 
and  Its  Uses,"  and  painted  sample. 

The  Beaver  Board  Companies 

United  States  :  317    Beaver    Road,   Buffalo,   N.  Y. 
Canada:  517  Wall  Street,  Beaverdale,  Ottawa. 

Great  Britain  :      4  Southampton  Row,  London, W.  C. 

FiQ.  81.— State  the  kind  of  discourse 


FOUR  TYPES  OF  DISCOURSE  303 

With  a  Victrola  every  home  can 
enjoy  the  world's  best  music 

The  Victrola  is  the  ••open  sesame"  which  admits  you  to 
the  enjoyment  of  all  the  music  of  all  the  world. 

It  reveals  to  you  in  their  grandeur  the  musical  gems  of 
the  ages.  It  brings  to  you  the  art  and  personality  of  the 
most  famous  singers  and  instrumentalists.  It  presents  an 
endless  variety  of  melody  and  mirth  to  suit  your  every  mood. 

Fig.  82. — State  the  kind  of  discourse 

Let  Us  Pay  Your  Expenses 
to  the  Exposition  in   1915 

You  will  nevei-  have  another  opportunity  to  see  so  many  interesting  things 
in  California  as  you  will  in  1915. 

Think  of  traveling  on  solid  vestibule  trains  all  the  way  from  Chicago  to 
Denver,  where  a  short  stop  will  be  made,  then  to  Colorado  Springs,  with  a  drive 
through  the  Garden  of  the  Gods  to  Manitou,  at  the  foot  of  Pike's  Peak;  thence 
a  trip  over  the  mountains  to  Cripple  Creek  and  the  Gold  Mines. 

Then  through  the  Royal  Gorge  and  over  the  Rocky  Mountains  to  Salt  Lake 
City,  to  Los  Angeles,  Santa  Barbara  and  the  Coast  Line  to  San  Francisco. 

Then  a  week  or  more  in  the  delightful  climate  of  California — days  spent  in 
studying  the  wonders  of  the  Exposition  or  in  strolling  in  idle  enjoyment  through 
the  endless  mazes  of  its  attractive  amusement  section. 

What  a  liberal  education! — what  pleasurable  memories  to  carry  through 
a  lifetime! 

And  the  return  home — via  the  Mount  Shasta  Route  to  Portland,  then  to 
Tacoma,  Seattle,  and  thence  into  Canada  and  through  the  mountains  to  Calgary, 
Regina,  Winnipeg,  then  back  to  the  States  to  St.  Paul,  Minneapolis,  Chicago 
andhome!     What  prospect! 

We  will  pay  all  your  expenses  from  the  time  you  step  on  the  train  at  your 
home  station  until  you  return — 24  days  in  all.  There  is  no  competition.  It  is  a 
straight  out  and  out  offer  that  depends  entirely  upon  your  own  efforts. 

Sign  the  coupon  and  let  us  tell  you  how  you  can  earn  a  free  trip  to  the 
Panama-Pacific  Exposition  in  1915.     Send  it  to  us  today. 

Cosmopolitan  Magazine 

119  West  40th  Street  New  York  City 

Fig.  83. — State  the  kind  of  discourse. 


304  ENGLISH  OF  ADVERTISING— STYLE  AND  DISCOLTISE 


CHAPTER  XXII 
FACTORS  IN  SUCCESSFUL  LETTER  WRITING 

Advertising  Power  of  the  Letter. — From  an  almost  insig- 
nificant beginning  in  the  business  world,  direct  advertising  or 
letter  writing  has  grown  until  to-day  more  than  $107,000,000 
is  spent  annually  in  the  United  States  on  this  form  of  publicity. 
Letter  writing  has  become  the  second  most  im])ortant  kind  of 
advertising  in  business ;  and  because  of  its  vast  importance  and 
great  expense,  it  is  essential  that  we  direct  our  efforts  toward 
producing  the  best  possible  letter.  The  average  business  man 
has  often  doubted  the  power  of  the  w^ell-written  letter ;  for  here- 
tofore his  business  has  grown  by  personal  contact  with  his 
trade.  Some,  however,  have  been  manifestly  successful  thiTi 
letter  writing  alone.  Thus  two  large  Chicago  mail-order  houses 
do  an  annual  gross  business  of  $140,000,000  thru  correspon- 
dence. The  Addressograph  Comj)any  of  Chicago  sells  systems, 
machines,  and  materials  for  the  sole  purpose  of  collecting  mail- 
ing lists.  The  business  man  is  learning  that  there  is  a  tre- 
mendous power  in  well-planned  letters,  and  each  year  he  is 
spending  more  time  and  money  on  this  form  of  selling. 

The  Function  of  Successful  Letter  Writing. — The  func- 
tion of  successful  letter  w^riting  is  the  ability  to  create  the  same 
picture,  desire  or  activity  in  the  mind  of  the  reader  for  a  partic- 
ular article  or  proposition  as  is  intended  by  the  writer.  The 
commercial  correspondent  should  have  three  fundamental  ideas 
in  mind  when  he  dictates  a  letter.  He  should  be  careful  re- 
garding the  arrangement  and  form;  he  should  consider  the 
best  use  of  English;  third,  he  should  introduce  tliose  elements 
w^hich  stamp  his  letter  w^ith  individuality. 

The  Form. — The  least  courtesy  that  can  be  paid  to  any 
customer  by  a  salesman  is  the  neatness  and  correctness  of  his 
dress.  Due  emphasis  should  always  be  given  to  the  form  of  ex- 
pression. The  well-written  and  neat  letter  is  likely  to  indicate 
the  character  of  a  company  as  much  as  does  tlie  dress  of  a  sales- 
man. A  letter  head  8I/2  X  H  inches  makes  possible  a  neat 
appearing  page  for  business  correspondence. 

20  305 


306  FACTORS  IN  SUCCESSFUL  LETTER  WRITING 

The  first  essential  of  a  correctly  written  letter  is  that  it  will  be 
well  balanced.  The  contents  of  many  letters  are  scattered  over  the 
entire  page  instead  of  the  factors  of  balance  and  space  being 
duly  considered.  In  other  words,  we  like  to  feel  instinctively  that 
the  letter  has  been  well  centered.  The  following  example  ad- 
heres to  these  principles  of  nicety  of  form  without  seeming  stiff 
or  overly  dressed. 

Drake  Smith  &  Co., 

Newport,  (Heading) 

R.   I. 

August  3,  1915.   (Date) 
A.  L.  Herring, 
Frisco,  Va.  ( Introductorj-  Address) 

Dear  Sir:  (Salutation) 


(Complimentary  Close)  Sincerely  yours, 

,o-       i.       X  David  Smith, 

(Signature)  President. 

Standard  usage  warrants  the  elimination  of  indentations  in 
the  introductory  address  since  it  saves  time  for  the  stenogTapher 
and  does  not  mar  the  beauty  of  the  letter.  The  indentation  of 
the  jDaragraph  beginnings  is  yet  maintained  to  give  facility 
in  reading. 

^Mien  the  business  heading  appears  on  the  paper,  the  date 
heading  contains  just  the  date.  If,  however,  the  case  arises  where 
the  heading  is  written  in  conjunction  with  the  date,  this  should 
occupy  at  least  two  lines  and  at  most  three.  Each  part  is  separ- 
ated with  a  comma  and  the  entire  heading  closed  with  a  period.    • 


•THE  FORM  307 

The  following  are  correct : 

1214  Thomas  St.,  Louisville,  Ky., 
June  20^  1915. 
or 
1214  Thomas  St., 
Louisville,  Ky.,  June  20,  1915. 
or 
1214  Thomas  St., 
Louisville,  Ky., 
June  20,1915. 

With  respect  to  the  date,  many  correspondents  use  June  20th 
and  in  the  body  of  the  letter  refer  to  it  as  June  the  twentieth, 
or  "  our  letter  of  the  twentieth  inst."  All  of  these  forms,  how- 
ever, are  unnecessarily  long.  There  is  nothing  wrong  with  June 
20,  both  in  the  date  and  in  the  body  of  the  letter;  and  it  is  de- 
cidedly more  simple.  The  introductory  address  and  the  saluta- 
tion mark  the  left  margin  for  the  body  of  the  letter,  while  the 
right  end  of  the  date  forms  the  margin  for  the  corresponding  edge 
of  the  letter.  This  gives  an  equal  margin  on  both  sides.  It  is 
better  form  that  the  first  sentence  of  the  paragraph  be  indented, 
since  this  breaks  up  the  mass  of  the  letter  and  suggests  easy  read- 
ing. The  compliment^iry  close  and  the  signature  are  written  so 
as  to  give  a  finished  balance  to  the  letter.  It  is  customary  to  use 
double  spacing  between  the  different  divisions  of  the  letter,  while 
single  spacing  is  used  between  the  parts  of  each  division. 

The  one  central  idea  which  should  dominate  the  correspondent 
is  that  the  letter  be  perfectly  balanced  in  all  of  its  several  parts. 
This  can  be  done  with  form  letters  as  easily  as  with  typewritten 
or  script  letters;  for  the  address  on  the  former  can  be  added 
without  spoiling  the  effect  gained  hj  an  othenvise  perfect  balance. 

The  same  idea  of  balance  and  space  should  be  followed  on 
the  envelope.  The  conventional  size  envelope  is  3i/>  X  6^  inches, 
which  permits  a  well  balanced  arrangement.  The  outside  ad- 
dress should  be  written  without  indentations;  and  excepting 
the  fact  that  postal  clerks  read  indented  addresses  more  easily, 
largely  thru  habit,  the  non-indentation  saves  time  for  the 
stenographer,  and  is  in  harmony  with  the  form  of  the  enclosed 
letter. 


308  FACTORS  IX  SUCCESSFUL  LETTER  WRITING 

Thus  the  form  of  the  letter  concerns  itself  principally  with 
a  perfect  mechanical  arrangement  upon  which  it  depends  for  its 
first  favorable  impression.  For  example/ a  young  man's  appli- 
cation for  a  position  in  the  sales  promotion  department  of  a  large 
mail-order  house  was  selected  from  among  many  letters  because 
it  was  distinctive  in  appearance,  in  that  it  was  well  planned  and 
mechanically  correct. 

The  English. — The  mechanical  make-up  of  a  letter  may  be 
correct,  but  if  iis  message  lacks  convincing  English  its  purpose 
has  failed.  The  important  j^oint  of  all  letters  is  the  thought 
motive  that  has  caused  their  creation.  The  letter  that  wins  must 
have  a  particular  idea  to  cover,  a  specific  point  to  attack,  a  certain 
truth  to  expound;  and  the  manner  in  which  these  conditions 
are  fulfilled  determines  the  strength  of  the  letter. 

Let  us  again  quote  Spencer  in  his  essay,  ^^  Philosophy  of 
Style,"  and  apply  his  thought  directly  to  letter  writing.  ^^  A 
reader  or  listener  has,  at  each  moment,  but  a  limited  amount 
of  mental  power  available.  To  recognize  and  interpret  the 
symbols  presented  to  him  requires  part  of  this  power ;  to  arrange 
and  combine  the  image  presented  requires  a  further  part;  and 
only  that  part  which  remains  can  be  used  for  realizing  the 
thought  conveyed.  Hence,  the  more  time  and  attention  it  takes 
to  receive  and  understand  each  sentence,  the  less  time  and  atten- 
tion can  be  given  to  the  contained  idea,  and  the  less  vividly  will 
that  idea  be  conveyed." 

Thus,  the  quality  of  clearness  becomes  of  paramount  im- 
portance in  attempting  to  influence  the  mind  of  another  indi- 
vidual thru  the  written  word.  On  the  other  hand,  clearness 
depends  upon  the  right  choice  of  words.  If  your  own  definition 
of  a  given  term  is  contrarj^  to  the  prevailing  notion  and  you 
fail  to  regard  the  fact  that  you  have  a  more  highly  discrimi- 
nated vocabulary,  this  discrepancy  within  itself  will  often  cause 
a  misunderstanding.  This  results  in  unnecessary,  extended  cor- 
respondence. Those  who  are  vitally  associated  with  the  inside 
workings  of  a  given  concern  are  likely  to  have  a  vocabulary 
which  is  more  discriminating  than  the  average  individual  would 
have.  Hence,  in  all  letter  writing  we  should  be  careful  to 
consider  from  the  other  man's  point  of  view  what  we  are  trying 


INDIVIDUALITY  309 

to  say.  Words  are  the  links  Avhicli  form  tlie  chain  of  thought 
throughout  the  letter.  Their  individual  and  collective  streng-th 
determines  their  final  selling  efficiency.  Therefore,  words  in 
their  technical  meaning  and  use  should  be  studied  in  connection 
with  the  class  to  be  reached.  Avoid  long  w^ords  w^here  short  ones 
will  answer.  The  phrase,/'  You  are  not  permitted  in  this  shop," 
may  be  sufficient  warning  to  most  men,  but  the  sharp  command, 
''  Keep  Out,"  will  bring  better  results.  When  in  doubt,  use  the 
simpler  Anglo-Saxon  word  in  contrast  to  a  lengthy  Latin 
form.  Complicated  sentence  structure,  too  lengthy  paragraphs, 
and  non-punctuated  sentences,  each,  if  disregarded  in  connec- 
tion with  the  larger  thought  which  you  are  attempting  to  ex- 
press, w^ill  often  tend  to  inhibit  responsiveness  on  the  part  of 
the  reader.  The  same  principles  of  style  as  suggested  in  the 
chapter  on  the  English  of  Advertising  will  holdin  connection 
with  letter  writing. 

Individuality.— It  may  be  possible  to  express  one's  thought 
m  English  that  is  quite  clear  and  yet  the  message  not  ''  get 
over."  In  other  words,  letter  writing  to  be  successful  in  nature 
should  relate  itself  to  the  mind  of  the  reader  in  such  manner  as 
to  suggest  individuality  on  the  part  of  the  writer.  To  make  one 
feel  the  importance  of  your  letter  from  the  very  moment  of  its 
arrival  should  be  the  thought  of  the  writer.  It  is  only  by  a 
careful  consideration  of  individuality  that  this  can  be  obtained. 
Thus  every  correspondent  faces  the  problem — how  to  get  and 
hold  the  attention  from  the  very  start.  Many  good  letters  with 
excellent  selling  points  fail  because  the  opening  sentences  are 
weak.  The  writer  should  strike  at  the  vital  fact  immediately, 
or  at  least  his  opening  sentence  should  be  so  engaging  that  the 
reader  is  unconsciously  lead  into  an  appreciation  of  the  message 
intended.  There  is  entirely  too  much,  ''  I  have  your  valued 
favor  of  the  15th  instant  and  wish  to  say  in  reply^ — "  in  the 
average  business  letter.  If  I  were  in  the  market  for  building 
material  it  would  not  concern  me  that  you  heard  indirectly  that 
I  was  "  contemplating  the  erection  of  a  large  4-story  building." 
What  really  would  be  of  interest  to  me,  and  to  every  builder,  is 
the  price  and  quality  of  the  materials  which  you  are  selling. 


310  FACTORS  IN  SUCCESSFUL  LETTER  WRITING 

The  following  letter  is  to  be  characterized  as  individualistic 
in  nature  in  that  the  paragraphing  is'  nnique ;  the  thought  is  ex- 
pressed in  a  manner  not  found  in  ordinary  good  writing,  while 
there  has  been  a  strict  adherence  to  the  principles  which  con- 
stitute good  narration. 

Dear  Sir: 

A  three-line  letter  did  it. 

— brought  back  the  $48.25   owed  him  for  ten  months  by  a  personal 

friend  of  R.  E.  Brown,  a  Chicago  business  man. 

]\Ir.  Brown  had  tried  every  means  he  dared  to  collect  what  was  due  him. 

All    liad    failed.      He   did'  not   wish    to    sue— even    threaten — a    friend. 

Finally  he  examined  a  copy  of  our  New  Book,  "  How  to  Collect  Money 

by  Mail." 

The  particular  associations  which  you  bring  into  your  letter, 
apart  from  the  one  idea  which  you  wish  to  convey,  often  make 
your  letter  vitally  individualistic  in  nature.  One  of  the  most 
common  expressions  of  individuality  in  connection  with  the  sale 
of  any  kind  of  goods  is  the  sane  and  suggestive  regard  for  pass- 
ing events.  Every  economic  condition  in  the  business  in  which 
you  are  engaged  should  be  utilized  whenever  the  correspondence 
can  be  enriched  by  apt  illustrations.  Thus,  current  events  often 
give  the  right  thought  motive  in  order  to  get  in  touch  with  the 
prospect.  The  following  letter  from  a  skilful  coi-respondent 
illustrates  very  successfully  the  use  of  current  events  in  the 
selling  of  fire  clay  bricks. 

The  European  War  makes  it  impossible  for  any  more  German  Clay 
to  be  shipped  to  this  country  for  a  long  time. 

But  manufacturers  of  Glass  House  Pots  and  Flux  Blocks  who  have 
been  using  German  Clay  in  their  batches  should  not  be  alarmed.  Even 
if  you  never  find  it  possible  to  secure  another  pound  of  German  Clay, 
that  fact  need  not  cause  you  worry  or  inconvenience. 

w  e're  ready  with  the  remedy  ! 

For  several  years  we  have  been  developing,  testing  and  u^ing  a  clay 
known  as  ()9-B  Clay,  which  is  far  superior  to  German  Clay  for  making 
Pots  and  Tank  Blocks. 

This  Clay  is  mined  right  her^^  in  America.  We  have  an  unlimited 
supply  and  can  take  care  of  your  ^  equirements  promptly  and  satisfactorily. 

Repeated  analyses  show  that  our  OO-B  Clay  is  higher  in  Silica,  lower 
in  Alumina,  Iron  and  Alkalies,  and  has  greater  tensile  strength,  both 
raw  and  burnt,  than  the  German.     It  is  uniform  throughout. 

Investigate  now!  Don't  wait  until  you  are  in  actual  need,  but  write 
today  for  prices  and  full  particulars  of  this  good  clay. 

Yours    truly. 


CLASSIFICATION  OF  THOUGHT  ATTITUDE  311 

Thought  Analysis  of  Correspondent's  Letter  Should  Be 
Thorough. — The  chief  function  of  all  business  letter  writing 
is  to  get  certain  kinds  of  responses  from  people.  It  neces- 
sarily follows  that  the  writer  of  these  letters  must  he  able  to 
select  the  right  kind  of  thought  attitude  necessary  to  get  the  results 
desired.  For  example,  given  a  list  of  persons  whose  interest  in  a 
particular  article  has  been  manifested  in  answer  to  an  advertise- 
ment, the  right  pulling  power  letter  can  be  depended  upon  to  sell 
to  a  certain  percentage  of  the  number.  On  the  other  hand,  a 
letter  whose  thought  has  not  been  thoroughly  analysed  with  re- 
spect to  the  particular  gTOup  of  indi\d duals  who  have  written,  will 
greatly  reduce  the  possible  return. 

Classification  of  Thought  Attitude. — Many  writers  fail  to 
succeed  in  that  they  attempt  to  impress  too  many  ideas  upon  the 
mind  of  the  prospect.  The  reader  thus  becomes  confused  with  re- 
spect to  the  original  purpose  of  your  letter.  The  thought  of  any 
letter  of  a  business  concern  becomes  modified  accordingly 
as  it  applies  to  the  four  following  situations:  first,  the  fact 
that  it  is  a  letter  addressed  to  a  previously  unknown  individual 
and  regarding  whom  there  is  entire  ignorance  apart  from  the 
name ;  second,  the  fact  that  the  group  to  which  you  are  writing  is 
highly  specialized,  as  physicians,  teachers,  lawyers,  etc. ;  third, 
the  fact  that  individuals  had  answered  a  specific  advertisement 
would  indicate  such  a  state  of  mind  on  the  part  of  the  writer  as 
would  bring  home  a  message  entirely  different  from  that  kind  of 
a  letter  where  the  reader  was  being  appealed  to  for  the  first  time ; 
fourth,  the  fact  that  the  individual  who  has  written  inquiringly 
has  a  general  knowledge  of  the  reputation  of  your  house. 
Again,  it  must  be  recog-nized  that  letters  to  specific  individuals, 
where  'many  personal  qualities  are  known,  would  differ  con- 
siderably from  those  letters  which  are  written  to  gToups  of 
people.  Likewise,  an  appeal  to  any  gToup  might  differ  consider- 
ably from  an  appeal  made  to  a  specific  individual.  Thus,  the  first 
questions  every  good  writer  should  ask  are,  '^  What  is  the  main 
idea  which  I  msh  to  get  over  ? ''  "  Is  this  idea  of  such  a  nature 
as  to  appeal  to  those  individuals,  immediately,  because  of  the 
recognition  on  their  part  that  I  am  in  sympathy  with  them 


312  FACTORS  IN  SUCCESSFUL  LETTER  WRITING 

either  as  individuals  or  as  members  of  a  given  group  ?  "  Thus  it 
becomes  necessary  that  a  good  correspondent  study  his  pros- 
pects with  respect  to  the  personal  knowledge,  the  previous  busi- 
ness transactions  or  the  chance  relations  which  have  made  letter 
writing  at  all  possible. 

Kinds  of  Letters. — ^In  the  business  world  to-day  there  are 
three  clearly  defined  types  of  letters  that  are  being  written 
daily.  These  three  kinds  of  letters  are  involved  in  the 
progress  of  any  successful  concern.  They  are  addressed  to 
one  of  three  groups :  either  to  the  members  of  the  concern  itself ; 
to  people  who  are  likely  to  become  prospective  customers ;  or,  in 
the  adjustment  of  comj)laints  on  the  part  of  these  customers. 
Thus  we  can  justify  a  three-fold  classification:  First,  intra- 
department  educational  letters  relating  to:  (a)  knowledge  of 
house  policies,  (h)  changes  in  house  policies,  (c)  encourage- 
ment to  gTeater  efficiency,  (<i)  complaints  and  (e)  general  in- 
spirational letters. 

Second,  the  "offensive  "  letter  which  tries  primarily  to  sell 
goods  and  which  may  be  classified  as  follows:  (a)  initial  letters 
to  prospectives  on  mailing  list,  (h)  letters  in  answer  to  general 
inquiries,  and  (c)  letters  in  answer  to  advertisements. 

Third,  defensive  letters  relating  to  the  house  policy  in 
the  case  of  needed  adjustments,  which  include:  (a)  collections, 
(h)  comj^laints  regarding  shipments,  (c)  complaints  regarding 
style  of  goods,  (d)  complaints  regarding  quality  of  goods,  (e) 
complaints  relating  to  damages  in  transit,  and  (/)  complaints 
with  respect  to  prices. 

From  a  selling  standpoint  the  three  letters  which  are  most 
important  are  first,  those  which  relate  to  initial  prospectives 
found  on  mailing  list ;  second,  those  which  relate  to  answers  to 
advertisements;  third,  letters  to  the  various  members  of  the 
house  itself,  the  motif  of  which  emphasizes  that  which  en- 
courages selling  efficiencv. 

The  Mailing  List. — Every  well-organized  large  city  house 
working  thru  salesmen,  men  who  canvass  the  trade,  keeps 
a  complete  card  file  of  customers,  present  and  prospective. 
In  making  up  the  mailing  list  every  possible  bit  of  information 


THE  INTRADEPARTMENT  LETTER  313 

is  obtained  regarding  the  person  to  whom  the  letter  is  to  be 
sent.  It  is  quite  easy  to  find  the  kind  of  business,  profession 
or  trade  in  which  a  man  is  employed.  This,  in  itself,  is 
indicative  of  certain  mind  tendencies  and  permits  of  an  introduc- 
tory sentence  at  least  interesting.  Mail  order  houses  have  much 
detail  information  regarding  their  trade  and  it  is  partly  be- 
cause of  this  that  they  have  been  able  so  well  to  compete  with 
others.  A  knowledge  of  the  kind  of  work  in  which  a  man 
is  engaged  or  his  hobbies  which  have  come  to  be  known,  these 
permit  a  variety  of  letters.  A  good  mailing  list  is  the  most 
important  factor  in  the  distribution  of  all  literature.  It  is 
not  pleasant  to  feel  that  a  large  percentage  of  the  names  have 
not  been  honestly  or  intelligently  selected  and  that  a  heavy 
loss  must  be  counted  upon. 

Letters  Indicate  the  Pov^er  of  Advertising  Copy. — Letters 
of  inquiry  in  answer  to  advertisements  reveal  how  good  an 
impression  has  been  made,  as  well  as  the  weakness  of  the  ad- 
vertising copy.  The  fact  that  a  question  is  asked  regarding  a 
certain  unexplained  point  might  indicate  that  the  advertisement 
was  not  good.  But  this  need  not  necessarily  be  true,  for  the 
size  of  the  advertisement  might  not  permit  an  insertion  of  de- 
tails into  the  text.  At  any  rate  the  advertiser  should,  by  a  careful 
analysis  of  the  letters  which  are  received,  be  able  to  tell  quite 
accurately,  what  effect  his  particular  advertisement  is  produ- 
cing. This  permits  of  an  intelligent  change  of  copy  to  further 
increase  the  power  of  the  advertisement.  If  the  people  are 
learning  something  really  important  about  the  article,  the  letter 
will  not  be  filled  with  questions  but  will  oftener  immediately 
ask  for  the  goods.  The  cooperation  of  the  letter  writer  and 
the  advertiser  thus  produces  a  combination  which  can  intelli- 
gently help  to  estimate  the  pulling  power  of  each  advertisement 
from  the  standpoint  of  interest. 

The  Intradepartment  Letter. — The  so-called  intradepart- 
ment  letter  is  sent  to  different  people  within  a  concern,  giving 
them  infonnation,  encouragement  and  instructions  regarding 
those  policies  which  make  for  gTeater  efficiency  of  the  working 
force.    For  the  members  of  any  movement  to  receive  this  kind 


314  FACTORS  IN  SUCCESSFUL  LETTER  WRITING 

of  information  from  authoritative  sources  means  the  creation  of 
new  ideals.  Men  soon  grow  to  know  what  is  expected  of  them 
and,  furthennore,  to  be  kept  alive  in  the  development  of  their 
own  business  field.  This  kind  of  letter  writing  necessitates  ac- 
curate knowledge  and  great  sympathy  on  the  part  of  the  writer. 
Again,  there  must  be  the  element  of  f)ersonal  appeal  where  each 
feels  himself,  upon  the  reading,  to  be  a  part  of  a  truly  progTcssive 
establishment.  Then,  as  one  man  begins  to  succeed  above  an- 
other, the  poor  salesman  or  clerk  may  come  to  realize  that  it  is 
inefficiency,  not  favoritism,  which  permits  this  greater  success. 

Reproducing  Letters :  Propriety  of  a  Duplicated  Letter. — 
When  it  becomes  necessary  to  reproduce  letters  in  large  numbers, 
the  important  thing  for  the  correspondent  or  business  man  is 
to  use  a  method  w^hich  is  efficient  and  at  the  same  time  econom- 
ical. It  is  a  rather  curious  fact,  in  connection  with  letters  sent 
out  by  the  business  world,  that  the  one  which  by  its  mechanical 
make-up  suggests  duplication,  is  often  looked  upon  suspiciously. 
In  fact  when  a  letter  is  recognized  as  a  copy,  there  is  a  tendency 
on  the  part  of  many  to  throw  it  into  the  waste  basket.  This 
attitude  of  mind,  however,  is  entirely  unjustifiable  when  we  come 
to  realize  that  any  large  and  prosperous  concern  must  in  our 
day,  talk  not  to  a  single  individual  in  connection  with  a  proposi- 
tion, but  to  thousands.  The  notion  that  a  letter  has  been  put 
thru  a  duplicating  process  should  not  within  itself  suggest 
the  idea  of  a  lack  of  interest  on  the  part  of  the  sender.  However, 
if  the  reproductive  process  has  been  such  as  to  turn  out  a  letter 
which  is  mechanically  imperfect  and  which  suggests  carelessness 
on  the  part  of  the  sender,  the  reader  has  reason  justly  to  con- 
demn the  evident  discourteousness.  So  long  then  as  a  condi- 
tion exists  in  the  business  world  where  the  reproduced  letter  is 
looked  upon  suspiciously,  it  becomes  necessary  for  the  corres- 
pondent to  reproduce  a  duplicate  which  should,  as  closely  as 
possible,  resemble  the  original.  Apart  from  the  idea  that  the 
duplicated  form  should  resemble  the  original,  the  fact  is  that  if 
the  original  is  excellent  within  itself  and  duplicated  properly, 
it  is  in  spirit  the  original.  It  is  only  when  a  letter  has  been  sent 
to  an  individual,  the  contents  of  which  are  not  applicable,  that 


PROCESS  FOR  DUPLICATING  FORM  LETTERS  315 

one  has  a  right  to  criticise  the  contents.  As  business  men  we 
must  come  to  appreciate  the  fact  that  in  our  dealings  with  thou- 
sands of  people  scattered  over  the  entire  country-,  there  are 
hundreds  to  whom  the  message  is  as  applicable  as  it  is  to  ourselves 
and  that,  from  a  business  economic  standpoint,  a  duplicated 
message  is  as  efficient  and  necessary  in  giving  a  message  as  if  each 
letter  were  written  individually  upon  the  typewriter. 

Process  for  Duplicating  Form  Letters. — There  are  several 
processes  for  duplicating  form  letters  on  the  market  today, 
and  all  of  the  machines  used  in  these  various  processes  are  more 
or  less  efficient.  Some  machines,  of  course,  are  more  widely 
known  than  others.  There  are  three  main  divisions  into  which 
the  different  processes  of  duplicating  letters  naturally  group 
themselves.     These  different  divisions  are  as  follows : 

Type  Machines: 

Rotary   jMultigrapli 

r  Writer  Press 

Flat  Bed  .  -I  Printograph 

^Mulstedt  Press  or  Multicolor 
Stencil  Machines: 

Underwood  Revolving  Duplicator 

Rotary  Mimeograph    (Dick) — Dermatype 

Rotary  Neostyle 

Rotospeed 

Flat  Mimeograph 

Flat  Neostyle 
Gelatine  Machines: 

Schapiro^raph    (gelatine  roll) 

Commercial    (gelatine  roll) 

Beck  Duplicator    (gelatine  roll) 

Lawton  Duplicator    (gelatine  pan) 

Hecktograph  ( gelatin  pan ) 

Analysing  the  outline  above,  all  of  the  duplicating  processes 
have  been  grouped  accordingly  as  they  fit  under  the  respective 
heads,  as  for  example,  type  machines,  stencil  machines  and 
gelatine  machines.  By  selecting  from  each  of  these  different 
groups  a  typical  machine,  one  can  easily  understand  the  process 
of  duplicating  which  is  involved. 

The  MuUigrapli. — The  Multigraph  represents  that  type  of 
machine  which  prints  from  individual  type  characters.  This 
machine  prints  from  sliding  type  set  up  on  a  revolving  drum 
thru   a   ribbon,   so  that  the  result  is  practically   as   good   as 


316  FACTORS  IN  SUCCESSFUL  LETTER  WRITING 

any  typewritten  page.  The  type  rack  is  on  the  left  hand  of 
the  drum  and  the  place  for  setting  up  the  type  is  on  the  right 
hand,  so  that  an  operator  simply  moves  the  type  from  the  left 
hand  to  the  right  hand  side  of  the  drum,  being  able  to  set  up 
practically  one  line  of  type  in  two  minutes.  When  the  type 
is  once  set  up,  there  is  no  limit  to  the  number  of  letters  that 
can  be  duplicated.  When  the  required  number  of  letters  has 
been  printed,  the  type  can  easily  be  returned  to  its  proper 
racks  on  the  left  side  of  the  revolving  drum  almost  as  rapidly  as 
when  the  type  is  originally  set  up  for  the  printing  of  the  letter. 
Another  type  machine  on  the  market  to-day  is  the  Mulstedt 
Press  machine,  or  the  Multicolor.  In  this  case  instead  of  type 
being  on  the  rotary  drum,  the  type  is  on  a  flat  or  moving  bed 
and  tlie  paper  is  on  the  drum  or  cylinder. 

The  Rotary  Mimeograph. — In  the  rotary  MimeogTaph  ma- 
chine, made  by  the  A.  B.  Dick  Company,  and  machines  of  a 
similar  character,  for  example,  the  Underwood  Revolving  Du- 
plicator and  the  old  Xeostyle  machine,  the  printing  is  done 
through  a  specially  prepared  paper.  This  paper,  which  is  evenly 
covered  w^ith  wax,  is  placed  in  a  typewriter,  where,  without  the 
use  of  ribbon,  the  type  forms  are  cut  in  this  wax  preparation, 
which  forms  what  is  known  as  a  stencil.  The  prepared  stencil 
is  then  fastened  on  the  cylinder  drum,  and  moistened  w^ith  ink 
from  the  inside.  When  the  dinim  is  pressed  against  a  sheet  of 
paper,  the  result  is  a  facsimile  page  of  the  stencil.  When  more 
than  eight  or  nine  hundred  copies  are  to  be  made  from  a  stencil, 
instead  of  a  wax  stencil  a  dermatype  sheet  is  used.  This  sheet 
is  practically  indestructible  and  can  be  run  an  almost  indefinite 
number  of  times.  As  there  are  two  types  of  type  machines, 
so  there  are  two  types  of  stencil  machines;  the  rotary  Mime- 
ograph, which  is  now  using  the  dermatype  sheet  and  the  flat 
Mimeograph,  where  the  stencil  is  placed  on  a  flat  pad  instead 
of  being  put  on  the  hollow  drum. 

The  Gelatine  Machine. — The  third  and  last  style  machine, 
into  wliich  all  duplicating  processes  have  grouped  themselves, 
is  the  gelatine  machine.  This,  as  in  the  other  two  types  of 
machines,  divides  itself  into  two  parts — the  gelatine  roll  and 


THE  ADDRESSOGRAPH  317 

the  gelatine  pan.  The  gelatine  pan  machine  is  nothing  more  than 
the  composition  gelatine,  upon  which  the  specially  prepared 
inlv — ^^vhich  is  of  a  purple  color — can  be  transferred.  This  trans- 
ferred page  of  writing  can  then  be  retransf erred  to  possibly  50 
or  60  clean  pages.  The  only  difference  between  the  gelatine  roll 
and  the  gelatine  pan  is  that  the  composition  gelatine  in  one  case 
is  a  roll,  upon  which  the  freshly  prepared  sheet  is  transferred, 
and  the  other  is  a  gelatine  pan. 

There  are  a  great  many  more  duplicating  machines  on  the 
market  at  the  present  time  than  have  been  listed  above,  but  these 
particular  machines  which  have  been  mentioned  are  merely 
named  as  representative  of  the  different  styles  of  machines  for 
reproducing  letters. 

The  Addressograph. — In  handling  large  mailing  lists  some 
successful  scheme  of  addressing  envelopes  becomes  highly  im- 
portant. To  meet  this  need  the  Addressograph  Company  of 
Chicago  has  developed  a  machine  known  as  the  Addressograph 
for  this  kind  of  work.  When  any  names  are  to  be  placed  on  your 
mailing  list,  they  are  referred  to  the  AddressogTaph  operator. 
She  or  he  then  takes  a  blank  addressogTaph  name-plate  for  each 
name,  and  places  it  in  a  graphots^pe.  A  graphotype  is  a  ma- 
chine operated  somewhat  like  a  typewriter,  the  function  of  which 
process  embosses  typewriter-style  type  on  metal  plates.  After 
this  operation,  which  can  be  performed  by  a  youngs  boy  or  girl 
almost  as  quickly  as  addressing  an  envelope,  an  impression 
is  made  on  a  special  card  and  both  the  card  and  the  name-plate 
are  inserted  in  the  metal  holder  measuring  5  inches  by  3  inches — 
regular  card  index  size.  Cards  are  supplied  with  various  rulings 
to  meet  eYerj  advertising  need.  After  classifying  the  name-plate, 
it  is  placed  in  a  filing  drawer  for  further  use.  When  it  is  de- 
sired to  use  the  plates  for  addressing,  the  drawer  is  placed  in 
the  AddressogTaph  and  the  machine  automatically  selects  the 
plates  and  addresses  the  envelopes,  cards,  etc.  The  plates  after 
being  used  are  automatically  replaced  in  the  drawer  so  that  no 
time  is  lost  in  returning  plates  to  their  original  places.  An  in- 
dividual with  a  typewriter  can  address  750  addresses  a  day  at  an 
average  cost  of  $2.50.  The  Adressograph  can  produce  25,000 
addresses  a  day  at  an  average  cost  of  Y  cents  a  thousand. 


318  FACTORS  IN  SUCCESSFUL  LETTER  T\TIITING 

QUESTIONS 

1.  What  are  the  functions  of  successful  letter  writing? 

2.  What  is  direct  advertising?     Wherein  does  it  derive  its  importance  in 

business  ? 

3.  What  are  the  essential  qualifications  of  an  efficient  correspondent? 

4.  State  the  difference  between  the  thought  and  the  function  of  a  letter. 

5.  What  is  meant  by    "  Individuality  "  in  correspondence? 

6.  What  is  the  value  of  a  mechanically  perfect  letter? 

7.  T^Iention  the  different  methods  of  reproducing  letters. 

8.  What  is  meant  by  an  "  offensive  "  letter  ?    A  "  defensive  "  letter  ? 

PROBLEMS 
Criticise  the  following  answers  to  the  ^^  original  "  letter. 

OKIGIXAL    LETTER 

Phila.,   Pa.,   January   1,   1915. 
F.  W.  SwARTZ  &  Co., 
318  Michigan  St., 
Buffalo,  N.Y. 
Dear  Sirs: 

Last  September  I  began  business  as  a  retail  hardware  dealer.  Upon 
starting,  I  aslced  you  to  send  one  of  your  salesmen  to  me  to  aid  in  stocking 
up  my  store  as  I  knew  little  about  the  business. 

Your  salesman,  Mr.  Johnson,  stocked  up  my  store,  but  in  doing  so 
he  sold  me  a  large  amount  of  unnecessary  and  high  priced  goods,  such 
goods    which    are   not    demanded    by    my    trade. 

Now,  I  have  a  lot  of  dead  stock  upon  my  hands  and  would  like  to 
know  if  you  can  take  the  unnecessary  goods  off  my  hands  and  in  return  give 
me  the  real  necessities,  such  necessities  I  will  outline  with  the  amounts 
wanted  upon  receiving  a  favorable  reply  from  you.  This  proposition 
seems  fair  to  me  and  I  hope  you  will  grant  it. 

Yours  truly,  C.  H.  Rhei^er. 

Dear  Sir:  ANSWER 

Your  letter  of  the  1st  instant  to  hand  and  the  contents  of  same  noted 
with  a  great  deal  of  interest.  We  regret  very  much  that  the  conditions 
as  outlined  in  your  letter  have  occurred,  and  beg  to  advise  that  it  will 
give  us  pleasure  to  rectify  error  or  a  misjudgment  which  our  salesman 
might  have  made. 

We  believe  that  it  was  with  no  intention  that  our  salesman,  Mr. 
Johnson,  overstocked  you  with  a  high-priced  line  of  goods  and  feel  con- 
fident that  in  having  persuaded  you  to  install  the  stock  was  prompted 
through  his  having  apprized  the  situation  before  having  approached  you 
upon  this  matter. 

Kindly  return  goods  which  you  have  in  stock  which  you  feel  that 
you  cannot  dispose  of  and  we  will  gladly  replace  same  with  material 
which  will  be  more  to  your  liking. 

Yours   very   truly, 
Dear  Sir: 

In  reply  to  your  letter  of  January  1st  we  regret  very  much  the  diffi- 
culties you  have  had  with  our  goods.  This  may  have  been  caused  by  our 
salesman,  Mr.  Johnson,  misjudging  the  territory  in  which  you  were  tj  handle 
this  material.  We  trust  by  this  time,  however,  that  you  are  able  to  judge 
for  yourself  the  kind  of  goods  and  the  trade  you  are  to  deal  with  and 


ANSWERS  TO  "ORIGINAL''  LETTERS  319 

will  send  our  representative  to  you  in  the  very  near  future  in  order  to 
go  into  detail  in  this  matter.  We  will  be  glad  to  make  any  adjustments 
that  we  feel  are  reasonable  and  trust  you  will  be  willing  to  do  the  same. 

Very  truly  yours. 
Dear  Sir: 

Yours  of  January  1st  at  hand  and  would  state  in  answer  to  your 
letter  that  at  the  time  of  our  salesman  calling  at  your  office  you  were 
■  requesting  the  goods  that  you  ordered.  Had  you  advertised,  as  you 
stated  to  our  representative,  no  doubt  the  goods  would  not  be  on  hand 
in  stock  as  you  have  at  present.  If  you  have  any  trouble  in  disposing 
of  the  articles  on  hand,  we  would  be  glad  to  take  up  a  proposition  with 
you  and  giving  you  a  rebate  and  restocking  in  a  lower  priced  article.  We 
hope,  however,  to  have  you  advertise  as  we  have  stated,  and  hear  more 
favorable  replies. 

Very  truly  yours,' 
Dear  Sir: 

Replying  to  your  letter  of  January  1st,  I  note  that  you  believe  our 
goods  which  Mr.  Johnson  sold  you  to  be  too  high  in  price.  We  really 
don't  think  you  mean  high  in  price  comparing  the  quality  of  the  material 
but  believe  that  if  you  will  consider  the  advertising  we  are  doing  in 
connection  with  this  material  you  will  find  that  there  will  be  a  sale  later 
which  will  warrant  your  giving  it  a  trial.  However,  if  you  believe  it 
not  to  be  what  you  desire  for  your  particular  trade,  we  will  grant  you 
permission  to  return  same  and  upon  receipt  of  your  list  of  necessities 
will  make  you  a  proposition  on  that  grade  of  material. 

Very  truly  yours, 

Write  a  letter  refusing  to  do  as  requested  bj  Mr.  Rheiner. 

Write  a  letter  accepting  Mr.  Rheiner's  viewpoint. 

Admitting  the  salesman  to  be  at  fault,  have  the  Sales  Mana- 
ger write  a  letter  to  Mr.  •  Johnson,  the  salesman.  Remember 
that  his  failure  has  meant  "  loss  to  the  house." 

Write  three  different  letters  in  answer  to  the  following. 
Justify  your  motive  in  each : — 

OEIGINAL    LETTER 

Phila.,  Pa.,  January  1,  1915. 
The  Rockford  Sales  Co., 

Boston,  Mass. 
Dear  Sirs: 

We  have  been  advised  by  the  express  company  of  the  return  of  your 
Fall  order.  The  same  has  been  returned  too  late  for  our  acceptance,  lor  our 
Fall  trade  is  entirely  past  and  we  have  no  possible  wav  to  dispose  of  these 
goods. 

As  a  dealer  in  this  line  you  ought  to  be  familiar  with  the  fact 
that  at  this  time  of  the  year,  the  manufacturers  have  started  on  their 
Winter  work,  and  that  it  would  be  impossible  to  accept  this  returned 
order. 

This  matter  lies  between  you  and  the  express  companv  and  we  advise 
you  get  in  touch  with  them  and  secure  the  return  of  that  stock. 

Very  truly   yours. 

Ford  ]\Ifg.  Co. 


CHAPTER  XXIII 
ECONOMIC  AND  SOCIAL  IMPLICATIONS  OF  ADVERTISING 

Twofold  Effect  of  Advertising. — Selling,  encouraged  and 
enhanced  thru  advertising  and  salesmanship,  has  had  a  two- 
fold effect  on  human  affairs.  One  is  economic,  in  that  increased 
selling  has  wrought  considerable  change  in  business  systems; 
the  second  effect  is  social,  in  that  the  desires  of  people  have 
created  new  relations  and  standards  of  living.  It  is  the  object 
of  this  chapter  to  analyse,  from  the  advertising  seller's  view- 
point, the  significance  of  these  phases  of  change. 

The  Present  Necessity  for  Creative  Advertising. — Under  the 
old  competitive  system  business  men  were  seen  cutting  prices, 
with  advertising  as  an  aid  in  self-preseiwation.  The  extreme  of 
this  particular  method  of  out-doing  a  competitor  is  now  charac- 
terized by  the  expression  "  cut-throat  competition."  But  in- 
tensive competition,  as  such,  tended  to  carry  in  its  wake  con- 
siderable destruction,  with  only  the  strongest  surv'iving.  A 
new  method  of  conducting  business  affairs  has  developed,  known 
as  that  of  monopoly  control,  and  the  results  have  been  a  gradual 
tendency  toward  the  standardizing  of  goods.  Cooperation  has 
resulted  in  gigantic  business  enterprises,  with  its  promoter  made 
the  cynosure  of  all  eyes.  Credit  has  been  given  him  for  his 
successful  manipulation  of  funds  and  his  successful  control  of 
human  ability  in  the  creation  of  trusts  and  monopolies.  The 
result  of  this  organization  has  had  a  two-fold  effect  upon  selling : 
first,  a  tendency  to  stifle  competition ;  second,  a  tendency  toward 
price  maintenance.  As  competition  has  been  stifled  so  as  to 
insure  a  steadily  increasing  out]3ut  and  at  the  same  time  an 
increase  in  profits,  the  producer  has  come  more  to  consider  the 
necessity  of  standardizing  his  product.  The  ability  of  a  single 
concern  to  tura  out  great  quantities  of  goods  for  people  scattered 
over  the  entire  country  necessitates  a  recognition  of  the  value 
of  creative  advertising  to  which  the  business  world  has  readily 
responded. 
320 


UNIVERSAL  DEMAND  FOR  AN  ARTICLE  321 

A  Standard  Appeal  for  a  Standard  Product. — But  the  idea 
of  profits  is  not  the  main  thouiiht  of  the  advertiser  in  his  attempt 
constantly  to  increase  his  sales.  He  ever  holds  before  him  the 
idea  of  standardization  and  is  only  interested  in  the  question  of 
production  and  ])rice  maintenance  as  they  2)revent  or  encourage 
him  in  creating  and  continuing  standardization. 

Price  Maintenance. — Xow  tlie  advertiser  and  salesman  being 
directly  involved  in  the  process  of  selling  are  vitally  interested 
in  the  various  j^hases  of  j^rice  maintenance  as  related  to  the 
standardization  of  goods.  The  insistence  of  profits,  on  the 
part  of  investors  in  a  given  business  conceiTi^  depends  primarily 
upon  the  idea  of  selling  at  a  profit. 

Desire  in  Its  Relation  to  a  Universal  Demand  for  an  Article. 
— ^As  one  class  of  people  after  the  other  is  supplied  with  a  given 
article  of  consumption,  there  is  insistent  need,  if  progress  is 
to  be  insured,  that  new  desires  be  created  for  a  still  larger  out- 
put on  the  part  of  the  producers  of  that  article.  Thus  it  would 
seem  that  advertising  based  primarily  upon  the  idea  of  inten- 
sive competition,  w^here  the  attention  of  the  public  is  being 
constantly  directed  toward  the  price  of  a  thing,  is  vastly  in- 
ferior to  the  cooperative  system  encouraging  the  idea  of  stan- 
dardization, where  publicity  attempts  to  create  desire  for  the 
quality  of  a  proposition  or  thing,  with  the  price  idea  of  secondary 
consideration.  The  production  of  a  given  article  of  sale  in  our 
own  country  does  not,  as  yet,  seem  to  have  those  elements  within 
it  which  retard  output.  In  other  words,  a  cooperative  metliod 
of  manufacturing  seems  to  have  the  possibilities  of  supplying  an 
article  universally,  if  only  enough  desire  is  created,  and  enough 
money  is  possessed  for  purchases  by  the  prospective  consumer. 
Thus,  selling  under  our  trust  or  monopoly  system,  based  on  the 
idea  of  cooperation,  makes  progress  accordingly  as  the  right  ad- 
vertiser,  in  conjunction  with  the  executive,  is  allowed  expression, 
the  executive  on  the  one  hand  estimating  profits,  while  the  adver- 
tising man  is  struggling  for  the  standardization  of  his  article. 

Let  ns   analyse  for   a  moment  the   automobile   situation. 
Glance  at  the  main  highway  in  any  one  of  our  large  cities,  and 
you  will  see,  standing  there,  scores  of  automobiles.     Many  of 
21 


322  ECONOMIC  AND  SOCIAL  IMPLICATIONS 

them  represent  the  salary  of  a  chauffeur ;  all  of  them  represent 
hours  of  possible  usage  wasted.  Thousands  and  thousands  of 
people  are  constantly  passing  by  them,  with  the  idea,  either 
consciously  or  unconsciously  expressed,  ^'  This  is  waste.  "Why, 
in  my  need  to  eliminate  time  and  space  in  the  carrying  out  of 
ideas,  am  I  thus  handicapped  when  others  are  thus  oyer-liberally 
supplied  ?  "  My  theory,  in  connection  with  the  development 
of  the  automobile  business  apart  from  competition,  depends 
upon  the  creation  of  that  kind  of  a  machine  under  such  working 
conditions  as  can  be  used  by  the  greatest  number  of  people, 
either  in  necessity  or  pleasure.  Under  the  present  system  in 
the  United  States,  it  is  giyen  to  a  few  classes  to  enjoy  the  use 
of  the  automobile.  This  is  not  true  universally,  however,  for 
London^  Paris,  and  Berlin  do  otherwise.  Uoreigners,  as  far 
as  the  masses  are  concerned,  seem  to  have  solved  the  automobile 
questions  much  more  satisfactorily  than  ourselves.  In  our  own 
cities,  the  automobile  thus  far  is  for  special  classes.  That 
automobile  manufacturer  who  first  realizes  that  given  classes  of 
people  are  supplied,  thru  desire,  with  automobiles,  and  who  has 
the  possibility  of  increasing  his  output,  will  begin  so  to  adjust 
the  manufacture  and  price  of  his  automobile  as  to  reach  still 
larger  classes.  It  is  at  this  point  that  tlie  advertiser  must  stand- 
ardize his  article  in  the  minds  of  a  still  larger  gToup.  In  our 
own  country,  we  find,  however,  different  automobile  manufac- 
turers who  have  thus  far  been  contented  ^\dth  supplying  only 
certain  classes  with  automobiles ;  but,  when  Ford  came  into  the 
market,  he  analysed  the  situation, — '^  the  best  automobile  for 
the  greatest  number  under  present  conditions."  And  the  Uord 
automobile,  in  its  extensive  sale,  is  the  envy,  as  a  business  venture, 
of  all  progressive  business  men.  Carrying  out  the  idea  logically, 
then,  the  introduction  of  a  taxicab  at  a  price  which  will  meet 
with  favor  on  the  part  of  the  vast  mass  of  humanity,  incapable, 
under  present  conditions  either  of  owning  or  even  using  an 
automobile,  will  be  the  next  great  automobile  business  step  in 
advancement.  The  present  jitney  situation  is  perhaps  the  oppo- 
site extreme.  The  progressive  advertiser  sees  this  condition  in 
advance.     He  realizes  that  advertising  implies,  not  stability  of 


ADVERTISING  AGENCY— ADVERTISING  DEPARTMENT  323 

business,  but  jDrogress  thru  standardization  for  a  constantly 
increasing  number  of  people.  More  goods,  greater  factories, 
greater  profits,  are  the  combination  of  ideas  which  impel  him 
on  in  the  creation  of  greater  desire. 

Interdependence  of  the  Executive  and  the  Advertiser. — 
Under  the  mono2:»olistic  method,  then,  we  find  a  tendency  for 
the  man  who  has  created  a  trust  or  a  monopoly  to  function  more 
and  more  as  an  executive  in  the  management  of  his  large  busi- 
ness, while  a  new  type  of  man  is  needed  to  disseminate  knowledge 
and  create  desire,  in  order  that  the  output  of  a  particular  in- 
dustry might  be  increased.  The  fact  of  the  necessity  of  adver- 
tising is  no  longer  disputed.  Just  what  type  of  man  should 
be  chosen  for  this  work ;  what  his  relationship  should  be  to  the 
vast  organization  of  which  he  is  a  part;  what  should  be  the 
nature  of  the  form  thru  which  he  is  to  function,  are  among  the 
questions  not  yet  entirely  settled.  Perhaps  they  will  never  be 
settled  definitely  so  long  as  progress  is  noted,  for  the  future 
might  reflect  an  addition  of  such  features  as  entirely  to  change 
the  present  form  of  procedure.  He  may  ever  be  the  follower 
of  that  which  is  expedient  and  thus  is  often  imcertain  in  his 
career.  But,  with  respect  to  the  present,  there  are  undoubtedly 
many  concerns  which  are  handicapped  in  progress  by  their  wrong 
interpretation  of  advertising,  as  well  as  their  wrong  considera- 
tion of  the  advertiser.  For  instance,  the  question  often  arises, 
whether  an  advertising  agency  should  write  the  copy  and  pre- 
pare the  campaign  for  a  larger  manufacturing  plant  or  whether 
a  specific  business  attend  to  its  o^vn  advertising. 

The  Advertising  Agency  Compared  with  the  Advertising 
Department. — Xow  advertising  in  its  last  analysis,  represents 
a  certain  state  of  mind  on  the  part  of  the  advertiser  in  his 
attempt  to  unite  an  article  or  proposition,  a  business  concern, 
and  the  consumer  or  purchaser.  A  real  solution,  then,  of  the 
question  suggested  would  relate  itself  as  to  whether  an  adver- 
tising agency,  with  every  conceivable  device  for  the  gathering 
of  news,  experienced  in  the  analysis  of  innumerable  enterprises, 
with  men  at  the  head  who  have  acquired  their  proficiency  and 
so-called  scientific  data  in  the  school  of  rugged  experience,  is 


324  ECONOMIC  AND  SOCIAL  IMPLICATIONS 

stronger  than  a  department  whicli  might  be  organized  within 
a  specific  business,  whose  man  at  the  head  thought  and  studied 
conditions  for  his  business  alone,  and  whose  assistants  think 
only  in  tenns  of  this  specific  business.  And  so  advertising  has 
created  these  two  departments:  one,  an  agency  which  attempts 
to  make  a  complete  investigation  of  conditions  and  which  out- 
lines a  campaign  accordingly ;  the  other,  a  department  within  an 
organization  which  specializes  in  an  intensive  analysis  of  the 
conditions  of  that  business  and  upon  this  bases  its  advertising 
campaign.  The  present  tendency  seems  to  be  a  greater  appre- 
ciation for  the  agency.  It  is  their  claim  that  their  wider  ex- 
perience in  many  fields  can  serv^e  more  efiiciently  than  a  depart- 
ment which  exists  in  a  single  field.  In  addition,  they  claim 
that  with  their  larger  working  force  constantly  alert  to  many 
changes,  that  greater  efiiciency  both  of  analysis  and  expression 
can  be  maintained. 

The  Business  Bourse  Idea. — But  a  third  kind  of  organiza- 
tion is  beginning  to  assert  itself  in  business  life.  This  is  typified 
in  an  organization  of  Xew  York  City,  known  as  the  Business 
Bourse.  It  is  their  particular  function  to  investigate  business 
problems,  a  knowlf-dge  of  which  will  allow  a  particular  concern  to 
modify  its  selling  plans  so  as  to  produce  increased  efiiciency.  This 
concern  likewise  is  interested  in  a  scientific  analysis  of  problems 
related  to  selling.  A  journal  is  issued  monthly  which  gives  statis- 
tics regarding  these  questions  of  universal  interest.  While  an 
agency  considers  many  of  the  same  questions,  yet  the  Business 
Bourse  idea  is  larger,  in  that  it  attempts  to  specialize  in  an  in- 
vestigation of  general  as  well  as  specific  problems.  And  so  we 
find  the  develoj^ment  of  institutions,  regarding  the  field  of  ad- 
vertising, to  be  somewhat  different  in  theory  of  organization. 
Yet  there  is  a  tendency  for  each  to  appreciate  the  value  of  the 
other.  They  themselves  find  that  there  is  an  interdependence  of 
relationship,  and  each  is  found  to  be  learning  from  the  other. 
There  is  also  a  tendency  on  the  part  of  universities  to  investigate 
business  and  to  assist  in  suggesting  greater  selling  efiiciency. 

The  Need  for  a  Business  Psychologist. — The  most  profitable 
method  of  realizing  advertising  is  to  consider  the  largeness  of  a 


THE  NEED  OF  A  BUSINESS  PSYCHOLOGIST  825 

concern.  It  seems  that  the  hirger  the  concern,  the  greater  the 
need  for  a  special  department  in  advertising,  rather  than  absokite 
surrender  to  the  advertising  agency.  Again,  salesmanship  and 
advertising  are  becoming  peculiarly  interrelated.  At  one  time  the 
advertiser  attempted  to  advertise  goods ;  the  salesman  to  sell ;  each 
disregarded  the  other.  At  the  present  time,  however,  there  is  a  ten- 
dency for  the  executive  to  insist  tliat  the  advertiser  know  what  the 
salesman  is  doing;  and,  likewise,  that  the  salesmen  appreciate 
what  the  advertising  department  is  attempting  to  realize.  As  the 
significance  of  the  relationship  between  advertising  and  salesman- 
ship increases,  there  must  necessarily  arise,  as  a  result  of  the  func- 
tioning of  these  two  departments  of  work,  a  man  who  can 
sympathize  with  both  phases  of  the  question.  He  it  is,  then, 
who  becomes,  in  the  truest  sense  of  the  word,  the  head  of  the 
selling  forces  of  an  establishment.  Again,  it  seems  that  the 
larger  the  concern,  the  greater  the  demand  for  a  man  who  can 
properly  interpret  every  phase  of  that  particular  business  re- 
lating to  selling.  He  should  be  called  a  business  psychol- 
ogist. He  it  is  ]vho  measures  the  degree  of  desire  in  connection 
with  his  proposition  and  who  reg-ulates  his  actions  accordingly. 
If  the  concern  is  large  enough  to  demand  many  people  in  the 
carrying  out  of  ideas,  it  seems  to  me  better  that  an  advertis- 
ing department  be  allowed  to  function  in  conjunction  with  an 
organization  which  investigates  special  problems  related  to  ad- 
vertising. On  the  other  hand,  if  the  concern  is  not  large  enough 
to  employ  a  great  number  of  efficient  working  people,  this  busi- 
ness psychologist  should  be  made  to  cooperate  both  with  the 
advertising  agency  and  the  existing,  more  highly  specialized 
organization. 

It  again  becomes  necessary  to  emphasize  the  difference  be- 
tween the  executive  of  an  organization  and  this  so-called  busi- 
ness psychologist.  The  work  of  the  executive  is  decidedly  dif- 
ferent in  nature  from  that  of  the  advertiser.  The  executive  is 
one  wdio  keeps  the  various  parts  of  an  organization  functioning 
normally  and  interrelatedly.  He  should  be  in  spnpathy  with 
each  particular  part  and  be  ever  ready  to  encourage  such  move- 
ments as  will  assist  in  the  progress  of  the  whole  organization."  The 


326  ECONOMIC  AND  SOCIAL  IMPLICATIONS 

business  psychologist  is  really  the  efficiency  man  in  the  selling 
organization,  his  plans  being  modified  accordingly  as  he  tends  to 
function  out  of  relation  with  other  parts.  It  is,  moreover,  the 
business  of  this  psychologist,  not  only  to  analyse  situations  in  con- 
nection with  selling  operations,  but  also  creatively  to  overcome 
whatever  difficulties  present  themselves.  He  must  not  only  be  in 
touch  with  the  prospective  consumer  in  his  purchase  of  an  article 
or  proposition,  but  he  likewise  must  be  ever  alert  to  the  efficiency 
in  kind  and  degTce,  manifested  on  the  j)art  of  the  various  people 
connected  with  the  selling  department  of  an  organization.  The 
demand  in  the  business  world  at  the  present  time  is  for  efficient 
men  with  so-called  personality^, — a  man  who  impresses  others 
as  an  individual  in  his  acts,  one  who  has  commanding  force 
enough  constantly  to  keep  up  a  spirit  of  progress  in  selling. 

Influences  Inhibiting  Business  Progress. — But  in  the  prob- 
lem of  progress,  in  connection  with  a  given  concern,  there  are 
always  set  going  certain  forces  to  inhibit  an  advancement  of 
the  ideal.  The  element  of  jealousy,  a  fixity  of  wages,  and  a 
non-sympathetic  executive  are  three  factors  working  in  many 
large  concerns  which  often  create  a  real  problem.  For  instance,  a 
manager  of  a  large  corporation  puts  it  in  this  way : 

"  Mr.  X,  we  do  not  want  you  to  come  to  our  concern  as 
an  instnictor  in  efficiency,  and  so  develop  Brown's  working 
capacity  that  he  becomes  dissatisfied  with  his  $1200  job,  having 
aroused  him  into  a  realization  that  he  is  now  worth  $2000,  We 
do  not  want  you  to  develop  a  $1200  man  into  a  $2000  man. 
AMiat  we  want  you  to  do  is  to  get  an  exceedingly  efficient  $1200 
man  who  will  be  content  to  remain  at  a  $1200  proposition." 

Again,  a  concern  seeks  the  employment  of  a  young  man  who 
can  efficiently  function  in  a  certain  phase  of  work.  They  wish 
a  man  with  a  so-called  all-around  personality,  whose  working 
efficiency  is  likewise  visibly  resulting  in  profits  to  the  concern. 
Yet,  oftentimes,  when  such  a  man  is  put  into  the  position,  the  one 
who  is  at  the  head  of  the  department  looks  a  little  bit  suspiciously 
upon  the  progressiveness  of  his  new  man.  Real  problems  arise 
and  BroT\m  is. seen  to  vie  with  the  head  of  the  department  in  an 
interpretation  of  the  difficulty.    Brown  seems  to  succeed  in  the 


REAL  VALUE  OF  CREATIVENESS         327 

solution  of  the  problem  better  than  the  head  of  the  department. 
Jealousy  and  fear  for  one's  position  set  going  a  series  of  circum- 
stances, which  often  result  in  the  ousting  of  our  most  efficient 
friend  Brown. 

The  Element  of  Salary. — The  element  of  salary  is  a  serious 
consideration  in  connection  with  the  progress  of  an  individual 
career.  .  In  advertising,  perhaps  more  than  in  some  other  depart- 
ments, the  true  selling  type  is  the  man  who  is  constantly  on 
the  alert  with  respect  to  what  is  happening  in  life.  He  is  the 
observer  type  who  brings  judginent  into  execution  because  he 
has  obsei-A'ed.  lie  is  ever  ready  to  meet  present  conditions.  In- 
sofar as  he  has  been  thoughtful  and  analytical,  with  respect  to 
his  past,  he  is  likely  to  act  more  correctly  in  the  present.  He  it 
is  who  measures  his  ability  by  what  he  is  capable  of  making. 
To  give  a  concrete  example:  A  student  whom  I  have  in  mind 
was  working  for  a  large  concern,  where  his  creative  selling  ability 
had  been  recognized  because  he  had  been  able  to  sell  three 
times  as  much  goods  in  a  given  day  as  the  young  man  in  com- 
petition with  him.  When  he  entered  the  employment  of  this 
concern,  he  engaged  his  services  on  a  commission  basis ;  but,  his 
salary  began  to  be  out  of  proportion  with  the  work  of  the  regular 
man,  whereupon  the  firm  immediately  attempted  to  reduce 
his  salary.  The  result  was  that  he  left  that  particular  con- 
cern and  engaged  his  services  to  another  where  the  real  worth 
of  his  creative  ability  was  more  justly  recognized. 

Real  Value  of  Creativeness.— Thus,  there  is  a  tendency  on 
the  part  of  many  concerns  to  fail  in  their  recognition  of  the  fact 
that  great  creativeness  on  the  part  of  an  individual  demands 
compensation.  The  very  functioning  of  his  life  is  primarily 
based  on  the  idea  that  he  wishes  to  sell  more  goods  in  order  that 
he,  himself,  might  have  more  money.  A  nature  of  this  kind 
is  unhappy  and  non-efficient  accordingly  as  it  is  compelled  to 
function  automatically,  or  in  accordance  with  precedent.  The 
demands  of  this  kind  of  life  in  the  possession  of  things  are  greater. 
Essentially  an  active  individual,  one  who  is  thinkino-  in  tenns  of 
time  and  in  space  or  in  the  elimination  of  both,  he  finds  money 
as  the  only  means  of  creating  a  condition  whereby  he  can  realize 


328  ECONOMIC  AND  SOCIAL  IMPLICATIONS 

his  desires.  Hence,  tlie  concern  which  fails  to  consider  the  idea 
of  salary  in  proportion  to  the  creative  ability  of  an  individual,  is 
not  solving  its  problem  of  progress  wisely,  and  when  a  young 
man  can  leave  the  employment  of  one  concern,  who  is  declared 
viciously  incompetent  in  that  concern  because  he  has  not  ad- 
hered to  the  idea  of  precedent,  and  yet  can  fill  a  position  with 
a  competing  firm  so  as  to  produce  greater  results  because  he 
is  given  a  fair  wage  opportunity, — this  betokens  the  lack  of 
a  psychological  analysis  on  the  part  of  the  business  executive  in 
that  concern.  There  must  be  the  oversoul  whose  appreciation  of 
each  individual's  condition  is  all  comprehensive  and  fair  in  its 
grasp.  It  is  this  condition  w^hich  creates  a  province  for  the  busi- 
ness psychologist. 

The  Non-Sympathetic  Executive. — The  third  condition  re- 
lates to  a  non-sympathetic  executive.  There  is  a  tendency  on 
the  part  of  many  executives  to  become  fixed  in  their  ideas  of 
the  functioning  of  their  business,  particularly  if  that  business 
has  become  large  and  seems  to  be  working  automatically.  The 
executive  may  tend  toward  one  of  three  attitudes  of  mind  in 
his  methods  of  administration.  First,  he  is  ready  to  consider  the 
saving  side  of  his  business  as  emphasized  in  the  facts  presented 
by  the  accountant.  The  executive  who  over  emphasizes  the 
necessity  of  saving  is  likely  to  be  pessimistic  in  his  consideration 
of  promotive  problems.  A  second  tendency  on  the  part  of  the 
executive  is  that  of  too  much  consideration  for  the  promotive 
element  of  the  business.  This  is  likely  to  result  in  an  expen- 
diture of  money  and  effort  which  inflicts  serious  problems  upon 
the  business.  The  third  tendency  is  to  keep  sanely  these  two 
forces  of  economy  and  promotiveness  functioning  harmoniously, 
— a  man  is  needed  who  is  capable  of  adjusting  the  financial 
difiiculty  to  the  idea  of  progress,  and  who  can  manipulate,  in 
his  allowance,  both  factors,  enough  to  feel  optimistically  the 
growth  of  his  particular  enterprise. 

Thus,  with  respect  to  the  economic  development  of  busi- 
ness, as  related  to  the  question  of  selling,  which  includes  advertis- 
ing in  its  various  phases,  departments  or  Inisiness  enterprises 
have  arisen,  whose  aim  is  scientifically  to  analyse  conditions 


SOCIAL  NEED  OF  ADVERTISING  329 

of  selling,  in  an  attempt  to  function  more  efficiently  and  pro- 
gressively; second,  the  force  of  selling  has  developed  different 
types  of  mind,  in  connection  with  the  business  data,  a  regard  for 
which  has  not  yet  been  largely  recognized.  A  new  type  of  man, 
the  business  psychologist,  is  demanded,  in  order  to  s;)Tiipathize 
sanely  with  the  human  factor  seen  functioning  in  an  initiative 
individual.  In  other  words,  we  need  a  type  of  man  who  can 
place  people  in  the  kind  of  work  for  which  they  are  most  fitted,  in 
connection  with  selling,  and  whose  financial  compensation  in 
this  foiTQ  of  creativeness  ought  to  be  recognized  as  necessarily 
larger  than  for  the  type  of  man  who  is  merely  a  clerk.  As  an 
advertiser,  in  his  aim  he  is  so  to  correlate  the  various  interests 
as  to  realize  the  standardization  of  his  article  among  constantly 
increasing  numbers  of  people. 

Sociological  Effects  of  Selling  Forces.-Primarily,  the  social 
consideration  of  any  movement  implies  a  regard  for  the  welfare 
of  the  greatest  number  of  individuals.  We  might,  then,  ask 
in  what  different  ways  selling,  as  manifested  either  in  advertis- 
ing or  salesmanship,  is  affected  by,  or  is  affecting,  the  life  of 
the  community.  Isow  advertising  in  its  cumulative  effect  upon 
people  tends  to  socialize  their  manners.  And  so  effective  has 
become  the  power  of  advertising  in  creating  habits  of  action  in 
the  purchase  of  goods  that  the  effects  of  these  habits  are  being 
brought  under  severe  scrutiny.  Thus  experience  under  analysis 
reveals  a  feeling  on  the  part  of  great  numbers  of  individuals 
that  there  is  great  waste  in  advertising;  many  even  doubt  the 
efficiency  of  advertising  as  a  selling  force.  Many  deplore,  from 
a  selling  standpoint,  the  great  amount  of  human  force  that  is 
necessary  in  the  distribution  of  goods.  They  maintain  that  this 
has  an  effect  on  the  price  of  goods.  They  also  maintain  that 
a  high  price  for  goods  is  a  bad  thing.  This  class  argues  that, 
because  the  price  of  articles  is  high  and  because  it  has  taken  so 
much  money  to  advertise  this  price  in  order  to  create  a  demand, 
the  advertiser  is  partly  to  blame  for  the  high  price. 

Social  Need  of  Advertising.— :Now  the  explanation  of  these' 
viewpoints  forces  one  into  a  study  as  to  why  we  have  advertis- 
ing as  a  process  at  all.    Psychology  in  connection  with  economic 


330  ECONOMIC  AND  SOCIAL  IMPLICATIONS 

process,  as  related  to  desire,  offers  the  best  argument  for  the 
maintenance  of  advertising  as  a  necessary  force  in  progress^ 
It  would  maintain  that  life  is  a  process.  The  action  of  this 
process  involves  our  various  senses, — heat,  cold,  smell,  touch, 
taste,  sound  and  sight.  The  inference  regarding  our  senses  seems 
to  be  that  they  have  been  developed  in  order  to  save  us  as 
creatures  having  life.  But  not  only  are  we  conscious  of  the 
saving  quality  which  they  possess,  but  also  that  the  senses  in 
their  expression  afford  pleasure  to  the  individual  possessing 
them.  Thus  we  find  ourselves  inclined  to  develop  them ;  and 
we  conclude,  that  accordingly  as  each  one  is  trained  to  live 
in  a  harmonious  sense  life,  he  lives  rightly  and  sanely.  To  live 
without  an  expression  of  any  one  of  the  senses  is  commonly 
rea'arded  as  a  calamitv.  Accordin2:ly  we  are  considered  sane 
when  we  invent  a  stove  to  bum  the  coal  that  has  been  dug  by 
an  also  inventive  miner.  Our  temperature  s^^ots  are  thus  given 
a  regulating  medium,  while  during  the  process  of  getting  com- 
fortably warm,  a  miner's  family  has  been  fed,  a  manufacturer 
has  been  able  to  pay  off  his  help,  and  at  the  same  time  a  bank 
president  gets  his  automobile;  while  all  sit  about  a  com- 
fortable fire.  Thus  a  feeling  for  the  necessity  of  things  in  order 
to  meet  the  demands  of  our  senses  has  so  far  seized  upon  the 
actions  of  men,  that  under  fair  economic  conditions,  to  be  without 
a  stove  or  what  it  represents  in  evolution,  is  a  sign  of  unintelli- 
gence  or  of  primitiveness. 

To  cite  another  example :  the  English  people  use  very  little 
ice,  and  it  is  difficult  for  them  to  appreciate  the  apparent  ex- 
cessive demands  of  the  American  for  this  product.  But  let 
a  protracted  hot  summer  extend  over  the  Kingdom  and  they 
immediately  begin  to  realize  why  Americans  desire  cold  drinks, 
ice  preparations,  and  refrigerators.  Or,  again,  an  English- 
man has  either  accidentally  or  by  means  of  an  advertisement 
seated  himself  at  one  of  Selfridge's  ice  cream  tables  to  be  waited 
upon.  The  result  is  that  he  tastes  that  which  has  been  ac- 
cepted as  palatable  to  a  kindred  nation,  and  experience  proves 
that  he  is  inclined  to  declare  the  Americans  a  discriminating 
and  sensible  people,  while  he  himself  is  induced  to  adopt  a  newer 
custom. 


ECONOMIC  EFFECTS  OF  AD\:ERTISING:  BIG  BUSINESS    331 

To  continue,  either  by  chance,  necessity  or  ingenious  fore- 
thought a  new  article  is  invented  which  saves  much  labor,  let 
us  say  a  safety  razor  or  a  carpet  cleaner.  Many  people  have 
found  in  either  of  these  devices  those  factors  which  have  re- 
sulted in  a  saving  of  energy,  time  and  money.  The  result  is 
that  these  articles  brought  before  their  attention,  either  by  means 
of  advertising  or  the  recommendation  of  friends,  find  a  sale, 
and  these  newer  products,  which  make  happier  or  easier  life  of 
man,  are  thrust  into  the  world's  markets. 

These  examples  analysed  reveal  three  factors:  first,  that  ac- 
cordingly as  we  enter  into  consciousness  of  a  thing  realm,  we 
develop  as  human  beings ;  second,  that  growth  implies  an  accep- 
tation of  those  things  which  create  a  more  harmonious  sense 
relationship;  third,  that  acceptation  of  these  various  things 
implies  power  of  adaptability.  When  we  search  for  the  physical 
power  of  adaptability,  we  find  it  in  the  plasticity  of  the  brain ; 
the  psychic  manifestations  of  plasticity  are  then  realized  thru 
such  tendencies  as  curiosity,  desire,  necessity  or  initiative. 

Granted  a  '^  thing  "  world  necessary  for  a  person's  visible 
existence ;  granted  that  he  grows  accordingly  as  he  continues  to 
accept  these  things  and  to  harmonize  their  relationship ;  granted 
that  adaptability  to  this  thing  realm  is  made  possible  by  means 
of  certain  universal  human  qualities, — ^we  have  a  fourth  factor 
created  as  a  result  of  our  threefold  classification;  namely,  the 
necessity  of  a  factor  which  would  make  realizable  the  process 
of  continuing  to  live  in  a  thing  realm — a  factor  which  en- 
courages human  growth — a  factor  which  assists  human  adap- 
tability and  which  is  powerful  enough  to  arouse  curiosity,  to 
realize  necessity,  to  stimulate  desire  or  to  compel  initiative. 
This  factor  is  practically  known  as  advertising.-  It  is  philo- 
sophically termed  education.  Thus,  again,  we  see  that  in  a 
reaction  between  a  thing  world  and  a  human  mind  there  is  a 
factor  which  brings  these  two  together,  and  which  acts  apart  from 
mere  chance. 

Economic  Effects  of  Advertising :  Big  Business. — If  we  are 
justified,  then,  in  saying  that  advertising  has  a  psychological 
basis  and  is,  consequently,  a  necessary  factor  in  the  develop- 


332  ECONOMIC  AND  SOCIAL  IMPLICATIONS 

ment  of  our  appreciation  of  a  thing  world,  it  becomes  necessary 
to  analyse  certain  effects  of  advertising.  First,  it  might  be 
said  that  advertising  has  been  a  factor  in  the  tremendous  growth 
of  many  concerns.  This  growth  has  resulted  in  a  feeling  on 
the  part  of  the  community  that  big  business  is  a  dangerous 
thing,  for  big  business  means  the  crowding  out  of  the  less  suc- 
cessful competitor.  It  means  that  the  masses  of  the  peoi)le  are 
buying  goods  of  the  larger  concerns  at  the  expense  of  the  smaller, 
and  this  transition  from  small  business  to  large  business  has 
brought  its  economic  jDroblem  as  manifested  in  an  attempt  at 
government  regulation. 

Insofar  as  advertising  is  discovered  in  helping  to  create 
these  problems  it  has  received  condemnation  from  those  who 
regard  monopolistic  rule  as  detrimentally  affecting  prices.  Buc 
as  stated  before,  it  is  the  work  of  the  advertiser  to  create  a 
vogue,  standardize  his  goods  and  increase  profits  thru  constantly 
larger  sales.  If  the  means  by  which  these  things  are  done  are 
revealed  as  non-ethical  and  injurious  for  the  social  welfare  in 
the  sense  that  undesirable  habits  are  created,  advertising  as 
a  process  is  not  to  be  condemned.  It  is  the  pernicious  manipu- 
lation  of  principles  of  advertising  in  the  creation  of  manners, 
or  in  falsehoods  inhibiting  social  progress,  which  need  rebuke 
from  the  critic,  and  remedial  measures  from  the  advertising 
world  itself. 

Cost  of  Living. — Inasmuch  as  either  creative  or  competitive 
advertising  has  entered  nearly  every  phase  of  economic  advance- 
ment, its  cumulative  effect  has  tended  to  associate  itself  in  the 
public  mind  with  the  general  statement,  "  The  high  cost  of 
living."  What  is  actually  meant  by  the  statement  ^^  The  high 
cost  of  living  ?  "  This  is  a  question  that  is  under  discussion  in 
every  social  gToup.  Rich  and  poor,  in  one  way  or  other,  feel 
its  significance.  But  all  classes  of  society  are  not  regarding 
the  statement — ''  high  cost  of  living  " — in  exactly  the  same  way. 
For  instance,  a  man  who  is  earning  $20  a  week  and  is  support- 
ing a  wife  and  three  children,  and  who  has  the  ideals  of  a 
workingman,  justly  complains  about  the  high  cost  of  living 
on  the  basis  that  eggs  are  forty  cents  a  dozen,  butter  fifty  cents  a 


COST  OF  LIVING  333 

poundj  and  beef  is  running  as  liigh  as  twenty-four  cents.  He  has 
a  family  budget,  lie  linds  that  at  the  end  of  the  week  he  can- 
not give  to  his  family  the  necessary  things  for  a  decent  existence. 
He  raises  a  cry  of  indignation^  and  he  protests. 

On  the  other  hand,  the  man  who  is  earning  $2000  a  year, 
or  even  $10,000,  also  complains  about  the  high  cost  of  living. 
Does  he  object  on  the  basis  that  potatoes  are  costing  forty  cents 
a  peck,  that  gasoline  is  twenty-one  cents  a  gallon,  or  that  books 
are  selling  at  two  dollars  which  are  in  reality  worth  only  one 
dollar  and  twenty-five  cents  ?  His  judgTiient  regarding  the  high 
cost  of  living  has  an  entirely  different  mental  background.  He 
is  one  whose  sensitiveness  wdth  respect  to  living  is  highly  de- 
veloped. Things  which  to  the  workingman  are  a  luxury,  have 
become  to  him  an  absolute  necessity,  and  so  rapid  has  been  the 
increase  of  things  necessary  for  the  complete  enjojTiient  of 
a  human  life  that  this  high  salaried  man  finds  it  impossible  to 
enjoy  these  better  things  without  entirely  depleting  his  yearly 
budget. 

Thus  an  analvsis  of  the  hioli  cost  of  living  reveals  these  two 
aspects.  One  where  the  very  necessities  of  life  cost  more  than 
the  individual  is  able  by  means  of  his  weekly  earnings  to  pay 
for;  the  other,  a  notion  of  a  high  standard  of  living,  or,  in 
other  words,  a  desire  on  the  ]:iart  of  the  individual  to  possess 
so  many  of  the  good  things  of  life  that  his  pocketbook  is  like- 
wise depleted  in  the  purchase.  This  analysis  forces  us  to  a 
serious  consideration  of  the  significance  of  things  in  our  life. 
Is  it  wrong  to  desire  to  live  fully  ?  Has  advertising  sinned 
when  it  encourages  me  to  open  up  a  credit  account  and  by 
means  of  it  live  six  or  eight  months  ahead  of  my  time?  Is 
advertising  wrong  when  it  attempts  to  force  every  one  into  a 
greater  appreciation  of  this  "  thing  realm  "  ?"  The  old  question 
arises,  are  things  made  for  profit  or  are  things  made  to  be  used  ? 
If  things  are  made  only  for  profit  regardless  of  himianity,  then 
our  advertising  is  to  be  justified  on  the  basis  that  a  single  class 
benefits.  If,  however,  things  are  made  to  be  used  and  the  world 
has  a  right  to  demand  those  things  which  can  be  made,  then  ad- 
vertising as  aa  educational  force  is  to  be  justified  in  favor  of 


334  ECONOMIC  AND  SOCIAL  IMPLICATIONS 

the  mass.  In  either  case,  we  see  that,  for  progress  in  onr  ideal, 
advertising  is  a  necessary  factor. 

The  question  now  arises,  in  what  way  does  this  advertising 
affect  the  cost  of  the  high  standard  of  living  ?  Does  the  con- 
sunder  pay  for  this  advertising  ?  Many  interested  in  the  direct 
force  of  advertising,  as  such,  believe  advertising  not  to  increase 
the  cost  of  an  article.  They  believe  that  advertising  scientifically 
applied  is  the  faith  element  in  the  business  world,  which,  some- 
how 01  other,  changes  the  conditions  of  the  business  world  so 
that  every  one  has  more  than  he  had  before.  Advertising  is  a 
creative  element  whose  factors  result  in  greater  happiness  or 
in  the  possession  of  more  tilings.  AVe  might  put  it  in  this  way : 
A  father  spends  $3000  or  $^000,  in  the  education  of  his  son 
at  a  university.  Does  he  feel  that  by  this  procedure  he  has 
deliberately  thrown  away  $4000  ?  On  the  other  hand,  is  it  not 
true  that  he  feels  his  son  to  be  a  more  valuable  member  of  society, 
capable  of  gTeater  earning  capacity,  and  worthy  of  a  higher 
place  in  life  because  of  this  peculiar  training  ?  In  the  same  way 
if  goods  are  to  be  used,  if  goods  mean  increased  happiness  to 
mankind,  if  life  would  be  less  progressive  because  of  the  elimina- 
tion of  a  single  thing,  the  force  which  brings  these  things  into 
possession  of  mankind  certainly  should  not  be  counted  as  an 
element  which  is  to  be  figaired  as  a  cost  loss,  but  really  as  an 
element  which  makes  possible  the  possession  of  that  which  brings 
increased  happiness.  Advertising  thus  becomes  a  socializing 
factor  whose  emphasis  is  related  to  the  intrinsic  value  of  a 
thing  in  its  service  to  mankind,  rather  than  to  the  other  prob- 
lem of  monopolistic  business. 

Advertising  as  an  Educational  Factor. — Again,  to  criticise 
certain  phases  of  advertising,  a  competitive  advertising  system 
has  had  a  psychological  effect  in  the  creation  of  desire  and 
habit  with  respect  to  the  purchase  of  many  articles  which  prove 
useless.  Advertising  as  a  force  renders  itself  to  the  play  of  the 
imagination  to  the  bizarre,  and  to  originality.  And  people 
are  often  involved  in  an  exchange  of  values  which  are  needless 
or  wasteful.  In  spite  of  advertising  we  need  to  realize  that 
new  things  are  not  needed  with  every  change  of  season;  fads 


DIGNITY  OF  ADVERTISING  335 

are  not  necessary  in  order  to  be  considered  an  up-to-date  member 
of  the  community.  Advertising  sins  when  it  attem^Dts  thus  to 
mislead  people.  And  yet  the  advertiser  is  in  part  subject  to 
these  very  whims  and  fancies  of  people  in  order  to  sell  his  goods. 
When  people  become  scientific  in  their  buying,  the  advertiser 
will  l)ecome  sane  in  his  production  and  sane  in  his  sale  of  an 
article.  It  is  a  better  solution  of  these  problems  which  is  to 
place  advertising  on  a  higher  plane  of  expression.  This  higher 
plane  must  insist  upon  a  regard  for  such  manners  of  expres- 
sion on  the  public  mind  in  the  creation  of  habits  as  will  not 
disclose  advertising  to  have  been  the  means  of  injury.  For 
instance,  the  public  should  be  taught  to  appreciate  the  install- 
ment plan  not  as  an  advertising  argaunent  to  lure  multitudes 
into  the  purchase  of  luxuries,  the  expenditures  of  which  drain 
the  family  budget;  they  should  be  made  to  understand  that 
paying  on  time  has  an  element  within  it  which  should  consider 
the  present  moment  in  relation  to  the  future. 

Dignity  of  Advertising.— Again  the  advertiser  is  often  overly 
eloquent  and  deceptive  in  the  use  of  his  argument.  He 
gets  people  into  wrong  habits  of  action  in  their  purchase  of 
goods.  False  judgments  are  formed  in  the  minds  of  people 
by  the  extravagant  use  of  English  in  such  phrases  as  '^  Just 
as  Good,''  "  Bargain  Day,"  ''  Eemnants/'  "  '^q^t  Silk,"  ''  Half 
the  Price  "  and  ''  Worth  More."  These  false  judgments,  how- 
ever, are  giving  gTeater  significance  to  the  word  ''  Guarantee," 
the  effect  of  which  tends  to  produce  closer  relations  betw^een 
producer  and  consumer.  Because  of  a  change  in  sentiment,  due 
to  a  larger  appreciation  of  advertising,  as  well  as  a  change  in  our 
distribution  system  in  the  form  of  the  Parcels  Post,  the  middle- 
man is  already  beginning  to  see  a  part  of  his  profits  going  to  the 
consumer. 

Progress'  in  advertising  has  become  more  dignified  as  it 
has  recognized  the  social  elements  in  its  nature.  The  present 
discussions  among  all  interested  in  advertising  relates  to  an 
insistence  upon  honesty.  The  Baltimore  Convention  of  Asso- 
ciated Clubs  of  America,  which  met  in  the  year  of  1913,  was 
characterized  by  its  spirit  of  insisting  upon  honesty.  The  news- 
paper, with  respect  to  its  circulation ;  the  agency,  with  its  price 


336  ECONOMIC  AND  SOCIAL  IMPLICATIONS 

in  connection  with  purchaser  of  copy;  the  retailer,  in  connec- 
tion with  his  publicity  campaign;  the  manufacturer,  in  his 
price  maintenance  clause  in  connection  with  the  retailer — 
all  are  found  insisting  upon  a  progTam  of  action  where  honesty 
is  found  functioning.  A  part  of  the  discussion  of  any  business 
at  the  present  time,  when  meeting  in  a  convention  to  discuss 
methods  for  greater  efficiency,  always  culminates  in  each  group, 
at  some  j^eriod  or  other,  in  a  discussion  of  honesty.  The  con- 
sumer is  beginning  to  demand  that  exaggeration  be  eliminated 
and  that  the  truth  be  spoken  in  connection  with  the  article  or 
proposition  in  which  he  is  about  to  invest  money.  The  business 
man,  in  his  relations  with  business  men,  is  beginning  to  insist 
that  honesty  be  at  the  basis  of  every  transaction. 

Honesty  Minimizes  the  Idea  of  Prices. — The  socializing 
effect  of  honesty  will  directly  result  in  gTeater  sales  to  the  up- 
right firm  with  ti^uthful  advertising  copy,  but  will  react  to 
the  detriment  of  a  concern  turning  out  poor  goods  whose  advertis- 
ing is  exaggerated.  Honesty  helps  the  man  who  has  a  good 
proposition,  but  is  detrimental  to  the  one  w^ho  has  inferior  goods. 
As  far  as  the  public  is  concerned,  honesty  has  culminated  in  the 
guarantee  idea  so  that  those  concerns  which  advertise  ^^  guaran- 
tee," have  attained  a  stage  of  development  enviable  in  the  eyes 
of  poorer  competitors.  Thus  changes  in  the  form  of  expression 
are  the  result  of  sentiment  interpreted  in  terms  of  social  progTCSs. 

With  a  change  in  sentiment  from  false  advertising  to  honesty, 
the  idea  of  price  in  many  advertising  campaigns  is  beginning 
to  be  considered  a  secondary  factor  in  the  distribution  of  goods. 
Quality  and  service  are  being  emphasized.  We  are  buying 
goods  because  they  will  serve  us  honestly.  The  honesty  of  a  con- 
cern is  forced  upon  the  public  mind  by  its  appeal  to  the  guarantee 
argument.  But  the  guarantee  argamient,  carried  logically  to 
its  end,  suggests  most  peculiar  difficulties.  If  several  articles 
are  competing  for  sale  from  an  honesty  standpoint,  and  one 
is  superior  to  the  others,  and  if  the  idea  of  quality  governs 
purchase  rather  than  price,  these  two  factors,  quality  and  guar- 
antee or  honesty,  must  result  in  the  gi-eatest  number  of  sales. 
Thus,  on  a  basis  of  honesty,  business  would  find  itself  insist- 


"REASON  WHY"  COPY  337 

ing  that  only  the  best  articles  be  sold  that  would  serve  the 
greatest  number  of  people.  Only  the  guaranteed  article  would 
be  found  to  survive,  while  inferior  articles  would  be  condemned. 
Xow  this  social  attitude  of  mind,  which  declares  for  the  su- 
perior article,  and  condemnation  for  the  inferior  one,  is  not 
true  to  the  facts  of  life.  Thus,  the  idea  of  substitution  should 
havp  a  prominent  j^art  in  the  mind  processes  involved  in  the 
purchase  of  goods.  Habit  with  respect  to  the  purchase  of  a 
specific  article  should  not  be  so  insistent  in  expression  that  it 
fails  to  recognize  the  merits  of  other  propositions  under  condi- 
tions where  a  real  saving  is  involved.  For  instance,  if  it 
could  be  shown  conclusively  that  a  certain  number  of  those  now 
owning  an  automobile  at  an  expenditure  of  $100  a  month  for 
maintenance,  including  an  occasional  purchase  of  a  new  ma- 
chine, could  more  cheaply  employ  the  use  of  a  taxicab  to  ac- 
complish the  same  results,  this  kind  of  substitution  should  be 
looked  upon  favorably.  Cheapness,  and  even  lack  of  durability, 
might  be  just  as  serviceable  and  elegant  for  certain  conditions  as 
a  larger  expenditure  of  money.  The  man  who  declares,  "  I 
want  only  the  best,"  has  often  lost  the  useful  inteiTDretation  of 
life,  unless  usefulness  implies  a  long  period  of  time  where 
quality  is  demanded.  There  is  the  temporary  phase  of  life  which 
needs  to  be  emphasized;  and  an  idea,  in  the  mind  of  the  com- 
munity, that  at  all  times  and  under  all  circumstances  it  should 
buy  the  best,  is  not  treating  fairly  concerns  which  turn  out  an 
inferior  quality  yet  whose  goods  prove  serviceable  under  certain 
conditions. 

Upon  this  theory  of  substitution  the  public  mind  needs  to 
be  educated  with  resj^ect  to  the  sel'^dce  that  an  article  or  propo- 
sition is  to  give.  A  summer  cottage  need  not,  for  the  happiness 
of  the  crowd,  be  equipped  with  the  latest  electric  system.  A 
candle  stick  is  quite  as  serviceable  under  certain  conditions. 

"  Reason  Why  "  Copy. — Again,  in  the  writing  of  copy,  or  in 
statements  made  by  individuals  in  an  attempt  to  sell  goods, 
there  is  a  tendency  on  the  part  of  the  Americans  to  insist  upon 
so-called  "  reason  why  "  copy,  or  statements  of  mere  facts,  apart 
from  the  adornment  of  those  facts.  The  American  type  of 
22 


338  ECONOMIC  AND  SOCIAL  IMPLICATIONS 

mind  is  afraid  of  exaggeration.  Whenever  an  exaggeration 
pictures  the  impossible,  a  feeling  of  dishonesty  or  a  lack  of 
sanity  associates  itself  with  the  concern.  But  those  who  sell 
must  ever  remember  that  a  community  does  not  usually  purchase 
with  the  mere  presentation  of  a  thing;  it  must  be  forced  into 
a  recognition.  Consequently,  a  certain  amount  of  exaggeration 
or  over-emphasis  is  often  necessary  to  gain  the  attention.  The 
wise  advertiser  is  he  who  escapes  the  condemnation  of  his  critics, 
by  accurately  discriminating  between  that  state  of  consciousness 
which  differentiates  the  force  that  carries  conviction,  from  the 
force  that  embodies  dishonesty  or  the  sheer  fanciful. 

Growth  of  the  Guarantee. — The  conditions  of  the  American 
business  world  at  the  present  time  in  its  concept  of  honesty 
merely  emiDhasizes  the  general  theory  advanced,  that  honesty  is 
an  acquired  characteristic,  the  functioning  of  which  has  not 
yet  been  determined  in  all  departments  of  business  expression. 
The  present  criticism  of  the  solution  of  honesty  in  selling  is 
that  business  men,  even  in  their  attempt  to  be  honest,  are  still 
selfish  in  their  attempt  to  develop  this  characteristic.  It  may 
be  that  selfishness  will  always  modify  the  influence  of  honesty 
in  the  business  world,  to  keep  back  a  condition  where  a  scien- 
tific knowledge  in  goods  distribution  could  prevail.  But  at  the 
present  time,  those  w^ho  emphasize  the  guarantee  idea,  with 
honesty  at  the  basis  suggesting  quality,  are  the  rising  group. 
The  man  who  cannot  compete  on  this  basis  is  experiencing  diffi- 
culty. If  he  is  to  survive,  it  is  necessary,  as  suggested  above, 
that  he  show  to  the  public  the  real  serviceableness  of  his  goods, 
in  relation  to  time,  and  that  they  are  just  as  serviceable,  propor- 
tionately, as  the  article  of  superior  quality.  In  fact  he  has  not 
yet  awakened  to  realization  of  a  possibility  of  a  guarantee  of  his 
owm  in  connection  with  the  output  of  his  goods  under  certain  con- 
ditions. The  consciousness  of  this  theory  will  undoubtedly  bring 
many  changes  in  the  form  of  the  advertisements  that  are  to  ap- 
pear in  the  future. 

Blending  Utilities. — Again,  advertising  as  a  force,  if  it  is 
to  accomplish  greatest  results,  should  recog-nize  the  possibility 
of  blending  utilities.  This  is  aptly  typified  in  the  automobile 
situation  as  suggested  above.     If  the  community  is  to  purchase 


BLENDING  UTILITIES  339 

automobiles,  but  finds  as  at  the  present  time,  the  expense  of 
a  car  too  great  because  of  inferior  roads,  poor  city  streets,  bad 
hotel  facilities,  poor  ways  of  reaching  congested  parts  of  a  cil^s  ' 
it  is  necessary  for  the  advertiser  to  have  such  laws  passed  as  will 
compel  the  necessity  for  improvements  to  meet  the  selling  de- 
mands of  his  proposition.    Thus,  a  seller  is  found  insistent  in  his 
study  of  the  means  by  which  his  goods  can  be  distributed  to 
the  larger  number.     And,  gradually,  as  the  public  mind  wants 
those  goods,  it  in  turn  enables  these  laws  to  be  passed,  by  which 
service  is  extended.     This  is  concretely  shown  at  the  present 
time  in  the  use  of  the  communion  ser\dce  in  the  average  church. 
They  are  not  using  individual  cups.  .  The  wise  advertising  man, 
for  a  concern  turning  out  individual  communion  service,  is  he 
who  sees  that  from  a  sanitary  standpoint  an  individual  cup 
should  be  used.     With  this  scientific  fact  as  a  foundation,  he 
has  a  perfect  right  to  insist  that  the  state  legislature  pass  a  law 
condemning  the  use  of  the  old  method  of  service.     The  com- 
munitv  is  often  deceived  as  to  the  real  motive  of  the  passing 
of  a  law;  especially  if  the  argamients  for  its  passing  are  put 
on  a  scientific  basis'^    Nevertheless,  this  method  of  selling  goods 
is  one  by  which  the  entire  community  is  served.     If  only  the 
public  could  be  made  to  feel  its  relation  to  all  the  factors  in- 
volved in  a  complete  enjoyment  or  use  of  a  thing,  advertising 
could  more  easily  include  a  complete  scientific  attitude  toward 
the  factors  which  involve  social  progress.     But  under  present 
conditions  where  whim,  fancy,  imitation  and  necessity  are  often 
the  only  sources  of  action,  the  advertiser  is  frequently  compelled 
to  do  many  seemingly  needless  things.  It  is  only  as  people  come  to 
think  in  terms  of  change  that  these  difficulties  will  be  largely 
overcome.     One  of  the  means  by  which  the  public  in  general 
is  encouraged  to  purchase  by  means  of  advertising  is  that  of  the 
part-payment  plan.      The  public  is  encouraged  to  realize   its 
ideal  thru  the  many  installment  plans  established.     The  install- 
ment plan,  entering  an  average  family,  has  the  effect  of  systema- 
tizing the  family  budget.     More  care  is  taken  in  the  distribu- 
tion of  funds.    When  a  family  has  possessed  a  pianola  for  several 
months,  and  they  have  grown  to  value  the  instrument,  desire 
for  possession  alone  encourages  constant  payment.     This  frame 


340  ECONOMIC  AND  SOCIAL  IMPLICATIONS 

of  mind  is  careful  so  to  regulate  the  financial  account  as  to 
realize  final  pajTnent.  The  installment  plan  is  a  sane  way  of 
allowing  peoi:)le  to  live  happily  in  the  present,  of  regulating 
the  future  in  the  encouragement  of  faith  on  the  part  of  the  com- 
munity in  the  working  out  satisfactorily  of  life's  issues.  The 
installment  plan,  again,  has  undoubtedly  influenced  large  gToups 
of  young  people  in  their  outlook  upon  life.  Were  it  not  possible 
to  purchase  the  furnishings  of  a  four-  or  five-room  flat  on  a 
time  i^ayment  plan,  many  a  young  man  would  become  dis- 
couraged, but  where  his  monthly  salary  can  support  another  life 
and  at  the  same  time  live  comfortably,  a  realization  of  this,  in- 
dicated in  an  advertising  street  car  card,  often  suggests  imme- 
diate action. 

Right  Buying. — The  real  problem  which  includes  a  recog- 
nition of  the  individualizing  of  taste  on  the  part  of  the  consumer 
relates  itself  to  the  question  of  right  buying.  The  force  of 
selling,  which  attempts  to  put  into  the  possession  of  an  indi- 
vidual, an  unsatisfactory  article,  is  a  force  set  operating  which 
does  not  result  in  public  good.  So  the  wrong  article  to  the 
wrong  man  creates  a  condition  of  mind  not  favorable  to  progi'es- 
sive  advertising;  but  the  right  article  to  the  right  man,  or  the 
right  article  to  the  greatest  number  of  people,  under  conditions 
whereby  all  are  benefited,  should  be  the  true  analysis  of  the 
present. 

Individual  Factor  in  Selling. — Large  production  with  a  ten- 
dency toward  the  standardization  of  an  article  should  not  fail  to 
recognize  the  individual  factor  in  salesmaking  whenever  it  is 
possible.  For  instance,  clothing  is  now  turned  out  by  the  thou- 
sands of  suits  and  by  the  same  pattern.  Xow  individuals  natu- 
rally resent  accepting  that  which  is  exactly  like  others;  they 
wish  some  change  adapted  to  their  individual  tastes  or  needs. 
Hence  the  selling  of  goods  under  such  conditions  as  will  allow 
advertising  to  recognize  the  factor  of  individualized  taste,  is 
necessary  wherever  choice  is  involved,  And  the  more  each  in- 
dividual feels  that  his  particular  wants  and  tastes  are  to  be  most 
carefully  considered,  the  more  pleased  is  that  person. 

At  the  present  time  innumerable  individuals  resent  the 
idea  of  being  dictated  to  with  respect  to  the  way  their  weekly 


FUNCTIONS  OF  PUBLICITY  AND  ITS  POSSIBILITIES     341 

allowance  should  be  spent.  We  find  many  programs  for  living 
published  in  the  daily  papers,  yet  there  are  thousands  of  people 
who  never  once  consider  the  advisability  of  being  taught  how 
to  purchase  correctly.  The  future  advertising  man  will  find, 
more  seriously  than  at  present,  among  his  many  problems 
this  one : — How  to  teach  people,  as  families  or  as  organizations, 
to  spend  most  profitably  their  money  in  order  to  get  the  gTeatest 
good,  and  at  the  same  time  recognize  the  necessity  of  encourag- 
ing individual  tastes.  Waste,  in  the  use  of  unnecessary  things, 
would  in  this  manner  become  eliminated;  and  when  the  idea 
of  waste  has  disappeared,  necessity  holds  sway,  and  whatever  is 
necessary  becomes  right.  Thus  his  work  will  be  to  teach  people 
how  rightly  and  yet  individually  to  buy,  considering  the  income 
which  is  to  be  expended. 

Publicity  is  Magnified  Advertising. — The  social  implications 
of  advertising  have  thus  far  been  considered  in  the  standardiz- 
ing of  goods,  the  socializing  of  manners,  the  individualizing  of 
taste,  the  idea  of  substitution  and  the  blending  of  utilities.  Ad- 
vertising has  related  itself  more  specifically  to  tlie  direction  of 
individual  human  habits.  In  contrast  with  advertising,  the, idea 
of  publicity  presents  itself,  which  involves  all  of  the  processes 
of  advertising,  the  principles  of  w^hich,  however,  operate  on  a 
higher  plane  and  in  a  larger  way.  Thus,  advertising  per  se 
makes  itself  felf  in  the  creation  of  a  vogue  for  a  particular 
article  or  proposition,  while  publicity  enters  as  a  factor  in  de- 
veloping the  environment  in  which  man  can  live. 

Functions  of  Publicity  and  Its  Possibilities. — Publicity,  as 
a  force,  shows  itself  functioning  in  the  political  realm.  Men 
whose  characters  are  beyond  reproach,  whose  ambition  to  serve 
humanity  is  great,  who  feel  that  they  can  be  truly  creative  in 
their  service  to  the  state,  are  beginning  to  realize  that  frankness, 
honesty,  sincerity,  and  ability,  properly  presented  to  the  com- 
munity, w^ill  assist  in  the  possibility  -of  election  or  appointment. 
The  public  mind  is  susceptible,  under  the  idea  of  an  honesty  cam- 
paign, to  this  kind  of  a  plea.  Thus  advertising  in  the  larger 
sense  of  publicity  is  a  factor  in  our  political  life,  and  he  who 
would  sway  public  opinion  must  needs  know  somewhat  of  its 
principles. 


342  ECONOMIC  AND  SOCIAL  IMPLICATIONS 

Eeligion  has  not  yet  universally  accepted  this  larger  inter- 
pretation of  advertising.  The  conservative  in  religious  move- 
ments, or  in  churches,  abhor  the  idea  of  advertising  per  se,  and 
properly  so,  hut  there  is  no  reason  why  they  should  be  averse  to 
temperate  publicity.  Xevertheless,  we  find  various  church  or- 
ganizations in  large  cities  contemplating  so-called  religious  ad- 
vertising campaigns ;  these  campaigns  would  lose  the  stigma  of 
the  name  advertising  if  they  were  looked  at  from  the  publicity 
standpoint.  Insofar  as  these  movements  reveal  to  the  com- 
munity the  possibility  of  bettering  itself  by  association  with  these 
organizations,  just  so  far  will  they  be  successful.  A  few  of  the 
present  campaigns  are  not  based  on  the  idea  of  publicity  or  that 
of  education.  They  still  teem  with  the  spirit  of  selfishness,  creed, 
or  individual  oi^inion.  Eeligion  and  politics  will  find  advertis- 
ing their  gTeatest  power  in  approaching  the  mass,  accordingly 
as  they  become  true  educators  with  respect  to  their  i^roposition. 
Moreover,  their  propositions  must  have  at  basis  that  which  people 
should  and  would,  once  educated,  like  to  have. 

Another,  the  field  of  education,  has  found  itself  successful 
in  the  selling  of  itself  to  the  community,  accordingly  as  it  has 
wisely  considered  the  subject  of  advertising.  Education,  in  some 
of  its  forms,  attempts  to  be  exclusive  in  nature.  Either  the 
money  idea  makes  it  so,  or  the  society  idea.  When,  for  instance, 
a  young  man  jDurchases  a  course  in  salesmanship  and  is  compelled 
to  sig-n  a  contract,  which  prohibits  him  either  from  showing 
those  books  to  another  or  reselling  them,  it  is  in  greater  part 
purely  a  commercial  transaction  from  the  standpoint  of  the 
seller.  Again,  whenever  a  school  is  so  exclusive  that  it  will  not 
advertise  at  all  but  depends  upon  its  good  name,  w^e  have  a 
school  based  on  the  idea  of  mere  exclusiveness,  the  inference  of 
which  is  that  money  is  a  secondary  consideration.  To  what  ex- 
tent publicity  will  assist  this  kind  of  business  in  the  future, 
is  rather  uncertain;  but  the  spirit  which  insists  upon  a  demo- 
cratic interpretation  of  things,  is  likely  to  modify  the  action  of 
both  these  kinds  of  institutions. 

Again,  the  motion  picture  has  within  it  wonderful  publicity 
possibilities.    People  are  brought  into  a  knowledge  of  the  manu- 


SUMMARY  343 

facturing  processes  of  goods  made  in  other  lands.  Indirectly, 
these  factors  are  changing  public  opinion  in  their  purchases  of 
goods.  The  whole  world  is  becoming  a  store  in  which  people  can 
buy.  Xo  longer  are  we  satisfied  with  the  inefficient  thing  of  our 
neighborhood,  for  efficiency  can  be  recognized  in  an  output  from 
a  foreign  land.  There  is  a  certain  cosmopolitan  type  of  mind  be- 
ing created  accordingly  as  it  realizes  often,  thru  motion  pictures, 
a  newer  or  different  interpretation  of  what  are  the  products  of  all 
the  earth.  It  has  just  been  announced  that  Paris  is  to  have  ad- 
vertising motion  pictures  displayed  in  stations.  This  is,  at  least, 
a  recognition  of  a  possible  force  apart  from  mere  entertainment. 
At  the  present  time  there  seems  to  be  a  tendency  to  attribute  the 
decline  of  magazine  advertising  as  partly  due  to  motion  pictures. 
If  statistics  can  prove  this,  the  next  move  on  the  part  of  adver- 
tisers should  be  better  to  utilize  these  entertainments.  Life  in- 
surance companies  are  already  suggesting  in  story  form  the  values 
of  their  different  policies. 

Summary. — Thus,  by  way  of  summary,  honesty  is  in  the 
process  of  making,  largely  by  means  of  advertising  and  publicity. 
The  larger  social  movements  .of  life,  as  religion  and  politics, 
are  beginning  to  appreciate  the  possibilities  of  conquest  thru 
publicity.  Education,  which  directly  appeals  to  the  idea  of 
personal  advancement,  has  still  a  greater  field  for  operation. 
The  advertiser  is  to  change  the  surface  of  the  earth  and  the 
minds  of  people,  if  necessary,  in  order  to  get  the  gTcatest  number 
of  goods  into  the  hands  of  the  greatest  number  of  people,  at  a 
profit.  The  high  standard  of  living  is  to  be  encouraged,  inso- 
far as  humanity  is  actually  served  under  present  conditions. 
An  advertising  man,  who  recognizes  the  fact  that  the  time 
element  is  a  necessary  factor  in  a  wise  distribution  of  his  goods, 
is  most  faithfully  serving  the  present  generation.  The  social 
concept,  as  related  to  advertising,  still  insists  on  the  idea  that 
the  vast  mass  of  humanity  are  to  be  benefited.  The  wise  ad- 
vertiser, then,  is  he  who  studies  his  proposition  in  connection 
with  the  social  and  economic  progress  of  humanity. 


INDEX 


Addressograph,  317 
Advertiser,  Analysis  by,  of  article  or 
proposition,  17-18 
Blending   utilities,    province   of, 

338-339 
Color  and  its  use  by,  105 
Desire,  his  relation  to,  257 
Education  as  a  function  of,  20-21 , 

24,34 
English  of,  279-287 
Fundamental  qualities  of,  279 
Good  article  essential  to  success 

of,  16 
Habit,  its  use  by,  261 
Important  question  for,  279 
Imagination  an  essential  quality 

of,  54-57 
Imagination  of,  examples,  58-59 
Innovations  with  regard  to,  arti- 
ficial gas,  19 
Silk  hat,  19 
Steamboat,  19 
Instincts,  use  of,  40 
Interdependence     of     executive 

and,  323 
Memory  and  its  uses  by,  66-67 
Need   to   discriminate    between 
Advertising    and   sales- 
manship, 14 
Abstract  and  concrete,  14 
Patent  medicine  vendors,  10 
People  and  the,  19 
Present  number  of,  11 
Prominent     personalities,     John 
Houghton,  9 
Sir  Roger  L'Estrange,  9 
Qualities  of,  15-16 

Needed  by,  174-177 
Questions  for,  15 
Relation  of.  To  desire  for  things, 
13 
To  people,  19-20 
Salesman  distinguished  from,  264 
Value  of  agency  to,  223 
Vision  of,  238-239 
Work    of.    Changing    economic 
system,  13 
Creating  desire,  13,  25,  34 


Advertisement,   Comparative  values 
of  simple  and  complex  effects, 
90-94 
Complex  effects  in,  90 
Desire  as  illustrated  by,  256 
Methods  of  keying,  199-200 
Simple  effect  in,  86 
Agency,  advertising.  Advertising  de- 
partment    compared    with, 
224,  323 
Character  of  campaign,  220 
"Copv  man"  or  "idea  man," 

22f 
First  agents,  10 
Future  of,  225 
Modes  of  contracting  for  space, 

222 
Preparation  of  copy  by,  221 
"Rate     man,"     or      "space- 
buyer,"  219 
Responsibility  of,  224 
Services,  Choosing  advertising 
media,  218 
Cost,  222 
Distribution    of    product, 

217 
Planning  campaign,  217 
Selection  of  territory,  218 
Sketch  of  plan,  details,  221 
Status  of,  217 
Value  of,  to  advertiser,  223 

To  publisher,  223 
Work  approved  by  advertiser, 
221 
Appreciation  of  mechanical  make-up, 
factors  in,  distance,  82 
Fancy  types,  85 
Focal  point,  85 
Form,  83 

Paramount  thought,  84 
Style  of  letters,  83 
Appropriation,    advertising,    analysis 
of  business  field,  178-179 
Calculation  of,  177-183 
Determining  size  of,  lump  sum, 
172,  183 
Percentage  of  gross  sales, 
172,  183 

345 


346 


INDEX 


Appropriation,  advertising,  determin- 
ing size  of,  percentage  of  net 
profits,  183 
Periodical   increase    of     sales, 

183 
Factors  to  be  considered,  183 
Influencing  making  of,  183 
Methods  of  charging  on  books, 
expense,  183 
Investment,    183 
Standards    for   different   busi- 
nesses, 178 
Art,  connection  with  advertising,  59- 
61 
UniversaHty  in,  60 
Artificial  gas,  19 

Artist's  work,  Cover  designs,  153 
Embossed  covers,  153 
Half-tone    square   finish   with 

line,  151 
Pen-and-ink  drawing,  154 

Made  from  photographs, 
154 
Price  of,  152 
Retouching,  151 
Sketches,  152 
Wash  drawings,  151 
of  buildings,  152 
Assizes  of  Jerusalem,  5 
Association,  Arousing    definite    state 
of  mind,  75 
Attention  as  related  to,  82 
Destruction    of    WTong    associa- 
tions, 76 
Emotional  congruity,  74 
Features  involved,  74 
Vogue  as  involving,  231-232 
Attention,  Analysis  of  advertisement 
from  standpoint  of,  81 
Appreciation       of       mechanical 
make-up.  Distance,  82 
Fancy  type,  85 
Focal  point,  85 
Form,  83 
Making     thought   •  para- 

mxount,  84 
Style  of  letters,  83 
Attention,    Association    of    ideas    as 
related  to,  82 
Borders,  Classification  of,  96 
Principles    governing    use  of, 
94-96 
Color  in  its  relation  to,  110-116 
Comparative  values,  simple  and 
complex  advertisements,  90-94 


Attention,    curiosity   as   an    aid   to, 
80-82 
Disintegration :    complex  effects, 

90 
Display  as  commanding,  251 

as  involving,  244 
Eye  adjustment  as  a  factor  in,  82 
Factor  in  successful  advertising, 

81 
Grouping — principles  of,  88 
Limited  field  of, — display,  251 
Means  of  getting  (mental),  174 
Means  of  getting  (physical),  174 
Sensations  as  related  to,  82 
Six  principles  of,  101 
Unitary  effects,  element  of,  86 
Vogue  in  its  relation  to,  228-229 
Balance,  Display  as  involving,  242 

Executives  attitude  of,  328 
Bargain    sale.    Habit    as    connected 

mth,  260 
Beauty,  50 
Ben  Day  process,  143 
Bill-boards,      Color     analysis     with 

respect  to,  113 
Bill  posting,  10 
Blending  utihties,  338-339 
Books,  Advertisement  of  during  17th 
century,  9 
Roman  method,  4 
Booklets,  Analysis  of,  as  advertising 
medium,  215 
Color  analysis  "^vdth  respect  to, 
112 
Borders,  Classification  of  96 
Display  as  utilising,  251 
Examples  of  93-102 
Principles  governing  use  of,  94- 

96 
Proper  use  of,  95 
Thought    of    advertisement    in 
relation  to  95 
Business  Bourse,  Advertising  appro- 
priation, 182-183 
Sales  poUcy  analysis,  196-198 
Work  performed  by,  324 
Business  man.  Vogue  as  it  affects,  237 
Butler,  Nathaniel,  8 

His  place  in  newspaper  devel- 
opment, 8,  9 
Calendars,  analysis  of,  214 
Catalogs,  215 

"Catch"  words,  Value  in  advertising, 
281 


INDEX 


347 


Campaign,   advertising,  Address,   C. 
R.  Sturdevant,  174-177 
Advertising  department,  174- 

177 
Appropriation,  Analysis  of  bus- 
iness field,  178-180 
Calculation  of,  177-182 
Determining    size    of,    172- 

173,  183 
Factors    to   be    considered, 

183 
Influencing   the   making   of 

183 
Lump  sum,  172 
Methods     of     charging     on 

books,  183 
Percentage    of    gross    sales, 

etc,  172 
Standards  for  different  busi- 
nesses,    178 
Approval  of,  by  advertiser,  221 
Choice  of  advertising  media, 

218 
Confusion  of  increased  demand 

and  increased  sales,  188 
Desire,  253-258 
Detailed  anlaysis  essential,  171 
Distribution  of  product,  217 
Division  into  parts,  200 
Intensive  versus  extensive,  220 
Keying  advertisements,  199 
Mediums,  173 
Need  and  its  effect  upon,  253, 

257-258 
Planning,  217 
Sales  plot,  184-188 
Sales  policy   analysis  behind, 

196-199 
Scope  of  analysis,  Appropria- 
tion, 171 
Area  of  activity,  172 
Competition,  172 
Distribution  methods,  17 
Honesty  in  campaign,  171 
Sales  organization,  172 
Selection  of  territory,  218 
Sketch  of  plan,  221 
Summary  of  analysis,  Article, 
173 
Economic  factors,  173 
Human  factors,  173 
Means  of  getting  atten- 
tion (mental), 174 
(physical),  174 
Winning  a  market,  188-196 


Caxton,  William,  7 
Child,   Natural   periods   in   develop- 
ment of,  38-39 
Choosing  advertising  media,  218 
Circulars,  analysis  of,  215 
Classified    advertising.    Sense   exper- 
ience as  related  to,  36 
Display  as  it  relates  to,  246 
Clearness,  definition,  288 
Examples  of,  288-289 
Rules  concerning,  288-289 
Climate,  its  relation  to  color,  106 
Clothing  instinct,  ideal  self,  46 
Individuality  of  style,  46 
Ornamentation,  44 
Color,  Age  influence  in  selection  of, 
104 
Attention  value  of,  111 
Bill-boards,  113 
Booklets,  112,  115 
Climate  as  affecting  choice  of  106 
Combinations  of,  115 
Contrast,  104 
Cyles   of   color-preference,    104- 

105 
Effects  of,  111-112 
Emphasis  gained  by  type  in,  119 
Environmental  influence  in  selec- 
tion of,  104 
Half-tone  and,  142 
Harmony,  103 
Intensity,  103 
Kinds,  Advancing,  111 
Color,  114 
Emphatic,  110 
Receding,  111 
Saturated,  110 
Secondary,  110 
Tertiary,  110 
Warm,  114 
Labels,  112 
Local  tastes,  107 
Nationality  as  affecting  choice  of, 

106-107 
Need  for  impressive,  103 
Posters,  113,  117 
Race  influence  in  selection  of,  107 
Seasonal  tastes,  108 
Sex  influence  in  selection  of,  105 
Shades  and  tints,  103 
Significance  in  advertising,  103, 

108,  109 
Significance    of    various    kinds, 
Black,  114 
Blue,  114. 


348 


INDEX 


Color,  significance  of  various  kinds, 
gold,  114 
Green,  114 
Grey,  114 
Orange,  114 
Purple,  114 
Red,  113 
Steel  grey,  114 
White,  114 
Yellow,  113 
Yellow  grey,  114 
Street  car  advertisements,  112 
Trade-mark,  112 
Color  preferences,   factors,   deciding, 
age,  104 
Climate,  106 
Contrast,  104 
En\-ironment,  104 
Harmony,  103 
Intensity,  103 
Local  tastes,  107 
Nationality,  107 
Race,  107 

Seasonal  tastes,  108 
Sex,  105 
Competition,  Relation  of,  to  emotion, 
IS 
to  utility  of  an  article,  18 
Complex  effects  in  advertisements,  90 
Constructive  instinct,  49 
Cooperation,  in  business,  effects  on 
advertising  methods,  320 
Standardization  resulting,  321 
Copper  engraving,  141 
Copy,     preparation    by    advertising 

agency,  221 
"Copy  man,  "221 
Correspondent,  Analysis  of,  in  letter 

WTiting,  311 
Cost  of  living,  advertising  as  affect- 
ing,   334 
Two  aspects  of,  332-333 
Cover  designs,  153 
Creative  advertising,  320 
Crowd,  advertisers  relation  to,  264 
Analysis  of,  19-21 
Getting  the  will  of.  264-278 
Psychology  of,  19-21,  265 
Qualities     of     action     classified, 
deliberate  action,  267 
Impulsive  action,  267 
Unconscious  response,  266 
Seller  and  his  relation  to,  19 
Study  of,  34 


Crowd,  temperament,  kinds,  Choleric, 
274 
Melancholy,  272 
Phlegmatic,  275 
Sanguine,  269 
Modifies  approach,  269 
Universal  appeal  to,  277 
Curiosity,   factor  in  securing  atten- 
tion, 80-82 
puzzle    and    novelty    advertise- 
ments, 51-52 
Dark  Ages,  advertising  in,  4 
Definitions,  clearness,  288 
Display,  241 
Em,   122 
Font,  120 
Force,  288 
Habit,  259 
Instincts,  38 
Precision,   288 
Trade-mark,  160 
Vogue,  227,  228 
Department,  advertising,  174-177 

Advertising  agency  compared 

with,  224,  323 
Training  men  for,  177 
Desire,     Advertisement    illustrating 
256 
Advertiser's  function  in  creation 
of,  257 
Dependence  of  activity  upon.  253 
Education,  effect  upon,  254 
Environment,     influence     upon, 

253 
Habit  in  its  relation  to,  258 
Heredity,  influence  upon,  253 
Individual     peculiarities,     effect 

upon,  254 
Inhibition,  effect  upon,  262 
Local  influences  upon,  261 
Monetary    conditions    adjusted 

to,  258 
Need,  interrelation  with,  257 
People    classified    according    to, 

255 
Periodic  changes  in,  277 
Steps  leading  to  purchase,  258 
Universal  demand  as  related  to, 
321 
Dignity  of  advertising,  "Guarantee" 
and  its  effect  on,  335 
Honesty,  its  power  to  create, 

336 
Social  elements  conducive  to. 
335 


INDEX 


349 


Diminution  of  display  features,  246 
Discourse,  types  of,  description,  291 
Exposition,  297 
Narration,  292 
Persuasion,  293 
Discrimination  between  abstract  and 
concrete,  14 
advertising  and  salesmanship,  .14 
tastes  of  different  groups,  235 
Disintegration:  complex  effects,  90 
Display,  attention  value  of,  244 
Balance,  242 

Classified  advertising,  246 
Competitive  elements  of,  249 
Definition,  241 
Diminution  of  display  features, 

basic  principles,  246 
Elements  of,  241 
Eye  movement,  250-252 
Focal  point,  249-252 
Kinds  of,  242 

Limited  field  of  attention,  bor- 
ders, 251 

Electric  signs,  251 
Perception-rule   concerning,   245 
Preperception,  its  effect  on,  245 
Sense  experiences  as  related  to, 

241,  247-248 
Simple  unity  desired,  242 
Stimuli,  modifying  effect  of,  248 
Variety  of  sense  appeal,  247 
Distance,   factor  in   appreciation    of 

mechanical  make-up,  82 
Economic  and  social  implications  of 
advertising,  320-343 
effects  of  advertising,  331 
Education,    Advertiser   as   factor   in 
20-21   24,  34 
Advertising  as  factor  in,  334 
as  helping,  342 
Desire  as  affected  by  254 
Electric  signs,  construction  of,  208 
Disadvantages,  208 
Display  as  utilising,  251 
General  features  of,  208 
ElectrotjTDe,  138 
Em,  122 

Embossed  covers,  153 
Emotion,  Congruity  of,  74 

Competition  as  it  relates  to,  18 
Factor  in  sense  experience,  33 
English,  advertiser's,  "Catch "words 
and  phrases,  281 
Emphasis  gained  by  punctua- 
tion, 281 


English,    advertiser's,    forceful    lan- 
guage, 284 
Function  of,  279 
Fundamental  qualities  of,  279 
Fundamentals  increasing  effi- 
ciency of,  287 
Mind  impressions,  creation  of, 

284 
Mind  phases,  classification  of, 

285 
Paragraph  form,  286 
Punctuation,  281 

Emi^hasis  gained  by,  281 
Purpose  of,  284 
Simple  words,  value  of,  284 
Simplified  spelling,  282 
Summary,  287 

Thought — ease  of  comprehen- 
sion, 286 
Vocabulary  pecuHar  to   busi- 
ness, 280 
English  advertising.  Clearness, 
Definition,  288 
Examples  of,  288-289 
Rules  concerning,  288-289 
Discourse,    types   of,    descrip- 
tion, 291 
Exposition,  297 
Narration,  292 
Persuasion,  293 
Force,  definition,  288 
Examples  of,  289-290 
Rules  concerning,  289-290 
Inliibition  produced  by  poor, 

262 
Letter-writing,  305-319 
Precision,  definition,  288 
Examples  of,  290-291 
Rules  concerning,  290-291 
Quality  of  style  essential,  288 
Written    advertising,    general 
considerations,  201 
Engraving,  Kinds,  Ben  Day  process, 
143 
Copper,  141 

Half-tones  and  colors,  142 
Lithograph  process,  143 
Steel,  141 

Tln-ee-color  process,  141 
Environment,  desire  affected  by,  253 
Education  as  a  modifier  of,  254 
Effect  on  choice  of  color,  104 
"Things"  and  relation  to,  17 
Examples    of    advertiser's    imagina- 
tion, 58-59 


350 


INDEX 


Executive,    business,    Attitudes    of, 
Balance,  328 
Promotive,  328 
Saving,  328 
Business    psychologist    distin- 
guished from,  325 
Province  of,  325 
Eye  adjustment,  facility  of  82 
Focal  point,  85 
movement,  display  as  it  relates 
to,  249-252 
Facility  of  eye  adjustment,  82 
Fancy  type,  85 

Focal  point.  Advertisement  needs,  85 
Display  as  it  involves,  249-250 
Font,  120 
Food  instinct,  41-44 

Associated    ideas    in    connec- 
tion with,  41 
Force,  definition,  288 

Examples  of,  289-290 
Rules  concerning,  289-290 
Form  of  make-up,  83 
Fowler,  R.  E.,  188 

Discussion  by,  188-196 
Fundamental  qualities  of  advertiser, 

279 
Future  of  advertising,  12 
Gelatine  machine,  316 
Good  article  or  proposition.  Adjust- 
ment of  factors  involved  in 
17-18 
Analysis  by  advertiser,  18 
Essentials  of,  emotion,   17- 
18 

Environment,  17 
Utility,  17 
Success  depends  on,  16 
Good  will. 
Advertising  and  its  effects  on  180 

Monetary  value  of,  180 
Grouping,  principles  of,  88 
''Guarantee",  dignity  sustained  by, 
335 
Factor  in  continuing  sales,  337 
Group  of,  338 

"Reason  why"  copy  reinforces, 
337 
Habit,  advertisers  use  of,  261 

Advertising  as  creating,  260-261 
Definition,  259 
Desire  as  influenced  by,  258 
Economical  purchases  as  affected 

by,  337 
Importance  of,  in  daily  life,  260 


Habit,  instinct,   distinguished   from, 
259 
Local  influences  upon,  261 
Half-tone,  145 

Colors  and,  142 
Engravings,  150 
Outline  finish,  150 
Outline  and  vignette  finish,  150 
Square  and  vignette  finish,  150 
Square  finish  with  line,  151 
Harmon}^  concerning  design  of  adver- 
tisement, 127 
Illustration  and  text,  135 
Type  and  paper,  119 
Type  and  subject-matter,  119 
Heredity,  desire  as  influenced  by,  253 
History,  advertising,  Dark  Ages,  4 
Early  development,  1,  2 
Economic  forces,  1,  2 
Greek  advertising  methods,  3 
Renaissance,  5 

Roman    advertising   methods, 
Libelli,  4 

Public  crier,  3 
Signs,  4 
Tabellce,  3 
Social  forces,  1,  2, 
relating  to  trade-mark,  160 
Hoarding  instinct,  49 
Honesty,   creation  of  dignity  thru, 
336 
Minimizes  idea  of  prices,  336 
Motto  of  advertisers,  335 
Trade-mark  in  connection  wdth, 
166 
Houghton,  John,  9 
Hunting  instinct,  44 
Ideal  self,  in  respect  to  clothing,  46 
Illustration,     Artist's     work,     cover 
designs,  153 
Embossed  covers,  153 
Half-tone  square  finish  with 

fine,  151 
Pen-and-ink  drawing,  154 
made  from  photographs, 
154 
Price  of,  152 
Retouching,  151 
Sketches,  152 
Wash  drawings,  151 
For  buildings,  152 
Combining  different  parts,  140 
Cooperation  of  advertiser,  artist, 

and  printer,  135-136 
Effectiveness  in  advertising,  134 


INDEX 


351 


Illustration,    half-tone,    outline    and 
\dgnette  finish,  150 
Outline  finish,  150 
Square  and  vignette  finish,  150 
Square  finish  with  line,  151 
Interrelation  with  text  in  creating  a 
vogue,  234 
Ben  Day  process,  143 
Copper,  141 

Half-tones  and  colors,  142 
Lithograph  process,  143 
Steel,  141 

Three-color  process,  141 
Photographs,  details  concerning, 
155 
Paper  for,  155 
Prints,  155 
Reduction  sizes,  155 
Positive  etching:  reversed  plate, 

159 
Processes  of  reproducing,  electro- 
type, 138 
Half-tone,  139 
Nickeltvpe,  139 
Wood-cut,  139 
Zinc  etching,  137 
Psychology  of,  134 
Purpose  of,  135 
Reversed  plate;  positive  etching. 

Screens,  details  of  65-line  screen, 
145 
85-line  screen,  145 
100-line  screen,  146 
120-line  screen,  146 
133-line  screen,  147 
150-line  screen,  148 
Size  of  a  reproduction,  136 
StereotjTses,  140 
Style  of  half-tone  engravings,  150 
Text,  and  its  relation  to,  135 
Vogue  as  it  concerns,  230 
Zinz  etching,  details  concerning, 
Ben  Day  border,  157 
Black  border,  158 
Grained      background, 
156 
Imaigery,  77 

Kmds,  79 
Imagination,  Advertiser's  need  for,  57 
Advertisements   illustrating   use 

of,  60-64 
Appreciation  of  advertising  art, 
o9 


Imagination,  effect  on  economic  prog- 
ress, 54-57 
Inventions,  55 

Moving-pictures,  55 
South     American     trade, 

56-57 
United    States    manufac- 
turers failure  to  use,  56 
Examples  of,  in  advertising,  58- 

59 
Kinds,  57 
Power  of,  in  literature  and  life, 

57-58 
Use  of,  in  art,  59 
Individual     peculiarities,     desire     as 

affected  by,  254 
Individuality,  letter  writing  as  related 
to,  309 
of  style,  46 
Trade-mark  as  containing,  161 
Infringement,     trade-mark,    hability 
for,  169 
Remedy  for,  168 
Ingenuity,  77 

Inhibition,  crowd  in  its  relation  to, 
277 
Desire  as  affected  by,  262 
Factors    conducive    to    clumsy, 
incoherent  EngUsh,  262 
General   appearance  of  ad- 
vertisement, 262 
Impropriety  of  thought,  262 
Inadequate   manner   of   ex- 
pression, 262 
Unreliable  media,  263 
Inquiries,  analysis  of,  200 
Instincts,  Advertisers  use  of,  40 
Childs,  38-39 
Definition,  38 
Evolution  of,  39 
Habit,  distinguished  from,  259 
Kinds,  beauty,  50 
Clothing  instinct,  44 
Constructive  instinct,  49 
Curiosity,  51 
Food  instinct,  41 
Hoarding  instinct,  49 
Hunting  instinct,  44 
Parental  instinct,  50 
Self-preservation,  40 
Sex  instinct,  52 
Something-for-notliing,  46 
Material-self,  use  in  creating  a 

vogue,  236-237 
Significance  in  advertising,  38 


352 


INDEX 


Intensity,  73 

Keying  advertisements,  inquiry  an- 
alysis, 200 
Methods  used,  199 
Labels,  Color  analysis  of,  112 
Lay-out,    composition    of    advertise- 
ment, 202 
T>i)e  as  it  affects,  127 
L'Estrange,  Sir  Roger,  9 
Letters,  Analysis  of,  215 
Kinds,  Defensive,  312 
Intradepartmental,  312,  313 
Offensive,  312 
Power  of  advertising  copy  shown 

by,  313 
Reproducing,  processes  of,  gela- 
tine machine,  316 
Multigraph,  315 
Rotary  mimeograph,  316 
Propriety    of    duplicated    letter, 
314 
Letter  writing,  addressograph,  317 

Advertising    power    of    letter, 

305 
Analysis  of  correspondent,  311 
Balance,   306-307 
English,  308 
Form,  305-308 
Function  of,  305 
Indi^dduality  in,  309 
Kinds  of  letters.  Defensive,  312 
Intradepartmental,     312, 

313 
Offensive,  312 
Mailing  hst,  312 
Power  of  advertising  copy,  313 
Reproducing  letters,  processes 
of  duplication,  315-317 
Propriety    of    duplicated 
letter,  314 
Thought    attitude,    classifica- 
tion of,  311 
Lithography,  143 
Low,  L.  F.,  177 

Discussion  by,  177-182 
Lump  sum  appropriation,  172,  183 
Magazines,  Development  of  advertis- 
ing in,  11 
General  features  of,  203 
Nature  of  early  advertisements 

in,  11 
Specific  questions  in  an  analysis 

of,  203 
Value  of  page  divisions,  205 
Mail  order,  213 


Make-up,  factors  aiding  an  apprecia- 
tion of,  distance,  82 
Fancy  type,  85 
Focal  point,  85 
Form,  83 

Paramount  thought,  84 
Style  of  letters,  83 
Means  of  getting  attention,  174 
Media,   advertising,   calendars,   blot- 
ters, etc,  214 
Catalogs,  215 
Choosing,  218 
Circulars,  booklets,  and  letters, 

215 
Classification  of,  173 
Composition  of  advertisement, 

202 
Electric     signs,     construction, 
208 

Disadvantages,  208 
General  features,  208 
Magazines,    General    features, 
203 
Specific     questions     in     an 

analysis  of,  203 
Value  of  page  divisions,  205 
Mail  order,  213 
Newspapers,   analysis  of  spe- 
cific newspapers,  205 
General  features,  205 
Outdoor    advertising,    general 
features,  206 
Important  factors,  207 
Ivinds,  206 

Principles  involved,  207 
Premiums,  216 
Programs,  214 
Relative  importance  of,  202 
Samples,  215 

Street  cars.  Advantages,  209- 
212 
Objections  to,  212 
Trade  journals,  216 
Window  display,  213 
Written    advertising,    general 
considerations,  202 
Memory,  Element  of  success,  66 

Essential  factors  of.  Association, 
arousing    definite    state    of 
mind,  75 
Destruction  of  WTong  associa- 
tions, 76 
Emotional  congruity,  74 
Features  involved,  74 
Imagery,  79 


INDEX 


353 


Memory,  essential  factors  of  associ- 
ation, ingenuity,  77 
Intensit}^   73 
Poetry,  73 

Repetition,    Comparison    of 
daily,       weekly,      a  n  d 
Tii  o  n  t  h  ly       advertise- 
ments, 70 
Competition    emphasized 

thru,  70 
Distinguished  from  same- 
ness, 71 
Identity,  68 

Success  suggested  by,  69 
Importance  in  advertising,  66 
Maximum  value  of,  67 
Principles  of,  66-80 
Scope  of,  67 
Mind,  impressions  on,  284 
Laws  of,  35-36 
Association,  36 
Curiosity,  36 
Intensity,  35 
Interest,  36 

Sensations  modify  each  other, 
35 
Phases  of,  285 

Principles  of,  Attention,  81-102 
Imagination,  54-65 
Imitation,  20 
Instincts,  38-53 
Memory,  65-80 
Reason,  20 
Suggestion,  20 
Monetary     conditions.     Adjustment 

with  desire,  258 
Moods,  value  of  suggesting,  236 
Moving  pictures,  publicity  possibili- 
ties of,  342 
Multigraph,  315 
Names,  Trade-marks  restrictions  on, 

165 
National  advertising,  influence  of,  on 
aesthetic  standards,  11  _ 
On  character  of  advertising 

media,  11 
On  public,  11 
Natures,  three  kinds  encountered,  73 
Need,  Dependence  of  activity  upon, 
253 
Emphasizing  idea  of,  257 
Newspapers,      analysis     of     specific 
newspaper,  205 
Characteristics    of    early    news- 
paper, 8 


Newspapers,  effect  of  Civil  Wars  of 
England  on,  8 
First  daily  newspaper,  in  Eng- 
land, 10 
In  United  States,  10 
First  newspaper,  8 
General  features  of,  205 
Interdependence    of    advertising 

and,  8-9 
Origin,  7,  8 
Reasons  for  slow  development  of, 

7 
Stamp  tax  on,  10 
Nickeltype,  139 
Novelty  and  unique  advertisings  52 

Calendars,  blotters,  etc.,  214 
Number  of  advertisers,  11 
Occupation  analysis,  Advertisers  and 
advertising  agencies,  205 
Building  and  allied  trades,  204 
Financial  classes,  204 
Government  ofhcials,  204 
Hotels,  clubs,  restaurants,  etc, 

205 
Householders,     housekeepers, 

etc.,  205 
Manufacturing  pursuits,  204 
Miscellaneous,   205 
Newspapers  and  magazines,205 
Office  workers,  204 
Professional  classes,  204 
Retail  dealers,  204 
Salesmen  and  buyers,  204 
Transportation,  205 
Official  Gazette,  168 
Oral  advertising,  "Barker,"  2 
Hawker,  2 

Public  crier,  2,  3,  5,  7 
Touter,  5,  7 
Ornamentation,  Clothing,  44 

Type,  127 
Outdoor  advertising,  general  features 
of,  206 
Important  factors,  207 
Ivinds,  206 

Principles    involved    in    con- 
struction, 207 
Page  divisions,  value  of,  205 
Paramount  thought,  84 
Parental  instinct,  50 
Patent  medicine  vendors,  10 
Pen-and-ink  drawing,  Cost  of,  154 
Details  concerning,  154 
Made  from  photographs,    154 
People  and  the  advertiser,  19 


354 


INDEX 


Perception,  maximuin  value :  rule,  244 
Percentage  of  gross  sales  (advertising 
appropriation),   172,   183 
of  net  profits,  (advertising  appro- 
priation), 183 
Periodical   increase   of   sales    (adver- 
tising appropriation),  183 
Photographs,  details  concerning,  155 
Paper  for,  155 
Prints,  155 
Reduction  sizes,  155 
Planning  the  campaign,  217 
Poetry,  73 

Positive  etching:  reversed  plate,  159 
Posters,  color  analysis  with  respect  to, 
113 
Early  history  of,  7 
Siguis,  7 
Practical    aspects    of    type    arrange- 
ment, 124-132 
Precision,  definition,  288 
Examples  of,  290-291 
Rules  concerning,  290-291 
Premium  offer,  48 
Premiums,  216 

Preperception,  display  as  affected  by, 
245 

Price,  V.  L.,  184 

Discussion  by,  184-188 
Price  maintenance,  321 

Relation  of  standardization  to, 
32 
Printers'  Ink,  174,  201 
Printing  press,  6-7 

Date  of  invention,  6 

Effect  on  early  advertising,  6 
Problems  concerning  Advertiser,  his 
article  and  people,  21 

Attention,  98 

Desire,  habit  and  inhibition, 
263 

Display,  252 

English  of  advertisers,  287 

English  of  advertising,  299 

Illustration-mechanical  make- 
up,  144 

Imagination,  65 

Instincts,  53 

Letter  writing,  319 

Memory,  80 

Sense  experience,  37 

Trade-mark,  169 

Type,  132 

Vogue,  240 

Will  of  the  crowd.  278 


Product,  distribution  of,  217 
Programs,  214 

Progress,     business:       Creativeness, 
real  value  of,  327 
Inhibiting  factors,  326 
Fixity  of  wages,  327 
Progress,  business,  326 

Jealous}',  326 
Non-sympathetic     execu- 
tive, 328 
Salarj^  as  factor  in,  327 
Proof-readers'  signs,  133 
Psychologist,     business :       Business, 
executive  distinguished  from, 
325 
Functions  of,  325-326,  328 
Need  for,  324 
Psychology    of    advertising:     Atten- 
tion, 81-102 
Crowd,  analysis  of,  265 
Desire,    advertiser's    function 
in  creation  of,  257 
Dependence       of      acti\dty 

upon,  253 
Education,  effect  upon,  254 
Environment,  influence 

upon,  253 
Habit  in  its  relation  to,  258 
Heredity,     influence    upon, 

253 
Individual  pecuharities, 

effect  upon,  254 
Inhibition,  effect  upon,  262 
Local  influences  upon,  261 
Monetary     conditions     ad- 
justed to,  258 
Need,  interrelation  with,  257 
People    classified    accorcUng 

to,  255 
Steps  leading  to  purchase, 
258 
Habit,  Advertiser's  use  of,  261 
Advertising  as  creating,  260 
Definition,  259 
Importance  of,  260 
Instinct  differentiated  from, 

259 
Local  influences  upon,  261 
Imagination,  54-65 
Inhibition,    desire   as   affected 
by,  262 
Factors  conductive  to,  262 
Instincts,  38-53 
Memory,  66-80 


INDEX 


355 


Psychology  of  advertising  :  Mind  prin- 
ciples: Imitation,  20 
Reason,  20 
Suggestion,  20 
Need,  253 
Perception,  244 
Preperception,  245 
Qualities  of  action:     Deliber- 
ate, 267 
Impulsive,  267 
Unconscious  response,  266 
Sense  experience,  24-37 
Temperament,  approach  mod- 
ified by,  269 
Kinds:    Choleric,  274 
Melancholy,  272 
Phlegmatic,  275 
Sanguine,  269 
PubUc  Crier  in  England,  5 
In  France,  5 
In  Greece,  3 
In  Middle  Ages,  5 
In  Rome,  3 
Publicity,  education  needs,  342 
Functions  of,  341-342 
Magnified  advertising  is,  341 
Moving  pictures  as  factor  in,  342 
Possibilities  of,  342 
Relation  to  advertising,  341 
PubUsher,  value  of  agency  to,  223 
Punctuation,  emphasis  secured  thru, 
281 
Purpose  of,  284 
Purchase,  Steps  from  non-desire  to, 

258 
Puzzle  and  novelty  advertisements, 

52 
Quack  advertising,   patent  medicme 

vendors^  10 
Qualities  of  advertiser,  15-16 
Questions  concerning  Advertiser,  his 
article  and  people,  21 
Advertising  agency,  226 
Attention,  98 
Color,  116 
Desire,  habit,  and  inhibition, 

263 
Display,  252 

English  of  advertisers,  287 
English  of  advertising,  298 
History  of  advertising,  12 
Illustration-mechanical  make- 
up, 143 
Imagination,  65 
Instincts,  53 


Questions  concerning  advertiser,  lay- 
out, 127 
Letter  writing,  318 
Memory,  80 
Sense  experience,  37 
Trade-mark,  169 
Type,  132 
Vogue,  239 

Will  of  the  crowd,  278 
"Rate  man,"  219 
"Reason  why"  copy,  337 
Rebus,  counterpart  of  Roman  signs,  6 
Examples,  6 

Origin  and  development,  6 
Registration,    Trade-mark, 
Advantage  of,  162 
Steps  incidental  to  Fees,  168 
Foreign  registration,    168 
Official  pubfication,  168 
Persons  entitled  to,  167 
Repetition,     Comparison     of    daily, 
weekly,  and  monthly  advertise- 
ments, theory  of,  70 
Competition  emphasized  thru,  70 
Distinguished  from  sameness,  71 
Identity,  68 

Success  suggested  by,  69 
Reproduction,  ascertaining  size  of,  137 
Process  of:    Electrotype,  138 
Half-tone,  139 
Nickeltype,  139 
Wood-cut,  139 
Reproduction 

Zinc  etching,  137 
Retouching  by  artist,  151 
Reversed  plate  positive  etching,  159 
Right  buying,  340 
Rotary  mimeograph,  316 
Salesman,     advertiser    distinguished 

from,  264 
Salesmanship,   Advertising,   relation, 
to,  13-14 
Crowd  in  its  relation  to,  19 
Individual  factor  in,  340 
Vogue  maintained  by,  239 
"Sales"  plot,  analysis  of  product,  185 
Choosmg  the  product,  185 
Confusion  of  increased  demand 

and  increased  sales,  188 
Essentials  to  consider,  184 
Facilities    for    manufacturing, 

185 
Instructing  salesmen,  186-187 
Selling  organization,  186 


356 


INDEX 


Sales  policy  analysis,  bases  of  strategic 
campaign,  197 
Consumption     of    product, 

198 
Distribution  of  product..  198 
Production  and  expense,  198 
Statement  of  returns,  199 
Statement  of  efficiency,  199 
Sameness  differentiated  from  repeti- 
tion, 71 
Samples,  215 

Screens,     details    of    65-line    screen 
half-tone  on  zinc,  145 
85-line  screen,  145 
100-line    screen    half-tone    on 

zinc,  146 
120-hne    screen    half-tone    on 

copper,  146 
133-line    screen    half-tone   on 

copper,  147 
150-line    screen    half-tone    on 
copper,  148 
Selection  of  territory-,  218 
Self-preservation,  instinct  of,  40 
Selling  forces.  Sociological  effects  of, 

329 
Sensations,  Attention  as  related  to,  82 
Modified  effect  of,  35 
Significance  in  life  of,  24 
Sense  experience,  business  in  relation 
to,  24 
Display  as  invohdng,  241,  247- 

248 
Emotional  factors,  33 
Sight,  31 

Significance  in  life  of,  24 
Smell,  28 
Sound,  30 
Taste,  27 

Association       with       other 
senses,  28 
Temperature  sensations,  31 
Touch,  25 
Sex,  color-choice  as  influenced  by,  105 
Instincts  related  to,  52 
Instinct,  Appropriate   character, 
52 
Appropriate    time    to    intro- 
duce, 53 
Sight,  31 

Silk  hat,  introduction  of,  19 
Simple  effect  in  advertisement,  86 

Words  value  of,  284 
Simplified  spelling,  282 
Siguis,  7 


Sketches,  152 
Smell,  28 

Social  need  of  advertising:    Accepta- 
tion impUes  adaptability, 
330-331 
Growth  imphes   acceptance 

of  new  things,  330-331 
Senses,  development  of,  330 
Sense,     use    of,    in    creating    a 
vogue,  235 
Something-for-notliing,  Ethics  of,  48 

Instinct :    Premium  offer,  48 
Sought-for  advertisement,  36 
Sound,  30 

South  American  trade,  55-56 
Space,  methods  of  contracting  for,  222 
Computations:  Computing  num- 
ber   of    words    required    to 
fill  certain  space,  123 
Determining  correct  size  type 

to  fill  certain  space,  123 

Finding    amount    of    apsce    a 

manuscript  \\'ill  occupy,  123 

Standardization,  appeal  mth  respect 

to,  321 

Price  maintenance  in  relation  to, 

321 
Produce,  321 
Steel  engra\'ing,  141 
Stereotypes,  140 

Street     car     advertisements.     Color 

analysis  with  respect  to,  112 

Advertising,  advantages,  209- 

212 

Objections  to,  212 

Sturdevant,  C.  R.,  discussion  bv,  174- 

177 
Style  of  letters,  83 
Suggestion,  Vogue  as  involving,  231- 

232 
Summary  concerning  advertiser,   his 
article  and  people,  21 

Advertising  campaign,  200 
Desire,   habit,   and  inhibition, 

263 
Economic  and  social  implica- 
tions of  advertising,  343 
English  of  advertisers,  287 
Sense  experience,  37 
Trade-mark,  169 
Taste,  27 

Association  ^vith  other  senses,  28 
Tastes,    discrimination    between,    in 
creating  a  vogue,  235 


INDEX 


357 


Temperament,     Approach     modified 
according  to,  269 
Ivinds:    Choleric,  274 
Melancholy,  272 
Plilegmatic,  275 
Sanguine,  269 
Men  classified  according  to,  277 
Women   classified   according   to, 
277 
Temperature  sensations,  31 
Text,    interrelation   with   illustration 

in  creating  a  vogue,  234 
Things,  advertiser's  relation-  to,  13 
Thi-ee-color  process,  141 
Tipper,   H.,  discussion  of  paper  by, 

174-177  -    . 

Touch,  25  . 

Trade  journals,  216 
Trade-mark,  adoption  and  use  of,  162, 
167 
Coined  words  as,  163 
Color  analysis  with  respect  to, 

112 
Definition,  160 
Development  of,  160 
Essentials     of:       Affixation     to 
article,  163 
Arbitrary  characters,  163 
Identification  of  article,  164 
Use  in  lawful  trade,  163 
History  of,  160 
Honesty  in  purpose  of,  166 
Indi\'iduality  of,  161 
Infringement,  liability  for,  169 

Remedy  for,  168 
Principles  governing  creation  of, 

161 
Registration  of,  Advantages,  162 
Fees,  168 

Foreign  registration,  168 
Official  publication,  168 
Persons  entitled  to,  167 
Restrictions — must    not    be   de- 
scription of  nature  of  article, 
167 
Geographical  or  proper  name, 

165 
Immoral,  166 

Insignia  of  United  States,  166 
Name  of  building  or  business 

location,  165 
Name    or    portrait    of    hving 

person,  165 
Specious  statement  of  origin  of 
article,    166 


Trade-mark,    trade    symbol    distin- 
guished from,  162 
Words  with  fanciful  meaning  as, 
164 
Trade  symbol,  169 

Law  pertaining  to,  162  , 
Trade  -  mark      distinguished 

from,  162 
Unfair  competition  thru  use  of, 
.162 
Type,    Arrangement    from  .  printer's 
standpoint,  124-132 
Em  definition,  122 
Emphasis  gained  thru  color,  119 
Families,  118 
Fancy  type,  85 
Font  definition,  120 
Harmony  wdth  Paper,  117 

Subject  matter,  117 
Layout  in  connection  with,  126- 

127 
Measurement  of,  120 
Present  tendencies  in  styles  of, 

127 
Proofreader's  corrections,  133 
Space     computations :       Computing 
number  of  words  required 
to  fill  certain  space,  123 
Determining     correct      size 
type  to  fill  certain  space, 
123 
Finding  amount  of  space  a 
manuscript    will    occupy 
123 
Size  of,  examples,  121-122 
Style  of  letters,  83 
Styles  of:    Antique,  118 
Boldface,  117 
Gothic,  118 
Italics,  117 
Lower  case,  118 
Modern  Roman,  117 
Old  English,  118 
Old  style,  117 
Script,  117 
Unfair  competition,  162 
Unique  and  noveltj'  advertising.  Cal- 
endars, blotters,  etc.,  214 
Unitv,  borders  as  affecting,  90,  95 
Display  should  have,  242-243 
Simple  effects  in  advertisements, 
86 
Utilities,  blending  of,  338-339 
Utility,  competition  as  affected  by,  18 
Variety  of  sense  appeal,  247 


358 


INDEX 


Vogue,  advertiser  and,  238 
Vogue,    Appeal    dependent    on    class 
reached,  233 

Methods  of  making,  232 
Attention,   elements  of:     Form, 
229 

Thought,  229 
Association  of  ideas  as  mvolved 

m,  231-232 
Business  man's  relation  to,  237 
Creation  of,  227 
Definition,  227,  228 
Discrimination  between  tastes  cf 

different  groups,  235 
Illustration  as  it  relates  to,  230 
Interest,  means  of  arousing,  230 
Interrelation  of  illustration  and 

text,  234 
Maintenance  of,  228 
Material-self  instinct,  236 
Moods,  value  of  suggesting,  236 
Salesmanship  as  maintaining,  239 
Social  sense,  utilization  of,  235 


Vogue,  suggestion    as    correlated  to, 
231 
Tastes,   discrimination  between, 
251 
Wash  drawings,  151 

Of  buildings,  152 
Will,  Crowd  in  its  relation  to,  264-278 
Window  display,  213 
Winning  a  market,   Analysis  of  pro- 
duct, 188-193 
Chart,  196 

Field  of  profitable  sale,  194 
Fundamentals  required,  189 
Words,  "Catch,",  164 
Coined,    163 
Fanciful,  164 
Window  display,  213 
Wood-cut,  139 

Zinc  etching,  Ben  Day  border,  157 
Black  border,  158 
Grand  background,  156 
Reproduction   by   process    of, 
137 


iKr- 


%ry^.  1%  '^'^'i 


